A project based on the theory that book lovers who are also avid social media users can be highly influential in creating buzz for newly published books.

The Underground Book Club, a project of Attack!, was launched under the theory that book lovers who are also avid social media users can be highly influential in creating buzz for newly published books. The Book Club stemmed from when Rare Bird Literary Events & Promotions and author Karen Essex approached Attack! with the challenge of identifying an innovative way to promote the upcoming release Dracula in Love. Attack! ultimately created the Underground Book Club to tap into the influence of online brand ambassadors and their existing social media networks in generating pre-release buzz for the book.

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