Under the Dome

Creating the biggest game of hide and seek ever played across the internet and the real world


After years in the writing, international bestseller Stephen King’s new novel ‘Under the Dome’ was scheduled for a global launch. To demonstrate the size of the book in literal scale and metaphorical ambition, and generate the level of buzz it deserved, with our partners Unity PR we created the biggest game of hide and seek ever played across the internet and the real world.

The book was broken into 5,000 pieces and then hidden across the internet and real world in the biggest game of literary hide and seek ever played until then. Key influencers and communities were identified and hid pieces on their sites before it was opened out to everyone else. Clues were shared on each partner site and on Stephen King’s channels. Pieces that had been found were added to the site – and became a puzzle to put the book back together again.


28M+

opportunities to see

178 sites, blogs and forums covered the campaign including 8 of the biggest Stephen King, sci-fi and thriller fan sites in the world, along with The Guardian, GQ, Wired and Shortlist. Tens of thousands of people were driven to the campaign microsite, with over 28 million opportunities to see created.

The campaign went on to win Best Online PR Campaign at the PR Week Awards.


work / 1 January 2016

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