Publishing giant Hodder & Stoughton, which counts Stephen King, Jeffery Deaver, John Grisham, Jodi Picoult, Ranulph Fiennes and Peter Kay among its diverse range of authors, hired Underwired to identify eCRM and Social CRM opportunities across its publishing portfolio.

Naomi Berwin, one of our clients at Hodder, commented on the first Social CRM project we've created: "We decided to set up an official Facebook page for the books of Jasper Fforde, and wanted to develop an app associated with his latest book to launch the page and really engage the fans. Our objectives were simple:

• To create something fresh and fun enough to appeal to Jasper's discriminating readership
• To encourage them to 'like' the page so that we could go back to them with information on the books coming later this year and into the future, and
• To include a data capture mechanic in order to build up our mailing lists for direct marketing.

"What works so well about the 'Where's Thursday?' app is that it is completely in keeping with the tone of Jasper's books, meaning that we have had 100% positive feedback from the fans, and also enables data capture in an efficient way without interfering with the experience of playing the game."