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Penguin Canada readies Echo Project promotion

Book publisher Penguin Canada is preparing an online promotion called "The Echo Project" in support of the novel And the Mountains Echoes by Khaled Hosseini. The start of the campaign, developed by Dare of Toronto, is timed to coincide with the release of the paperback version of the book in May. It will take the form of a "digital interpretive experience" located at <>. When complete, the site will offer interactive versions of each of the 402 pages of the novel.

The site includes contributions from Hosseini, magazine editors, television and radio personalities, producers, authors, painters and illustrators. Each contributor selected one page and participated in the development of an online version based on their reactions to the text. The various pages include interactive puzzles, motion graphics, videos, illustrations, audio and video exploring themes complimentary to the story.

"Many mainstream media outlets are using technology brilliantly for editorial, bringing together music, video, maps and interviews to help explain the story in a way never before possible," said Paul Little, executive creative director at Dare. "A similar thinking was behind 'The Echo Project.' The difference for publishing is, and what we were concerned with, was to not ruin mental pictures or to take away from what's great about reading. This is a companion to the reading experience. The concept was a framework to allow any content that helped embellish, explain or express. Because of the range of content, it needed it to be flexible enough to allow for spontaneity and fan contribution."

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