One of the world's largest publishers, Pan McMillan had set their hearts on promoting and raising the profile of their hottest new action adventure writer, Matthew Reilly.

There sulting microsite captured the futuristic feel of the forthcoming book - unprecedented on the web. With 'hover car racer', each chapter was posted and hence published online before in print. If this did not grab attention enough, visitors were also invited to participate and win places as characters within the book, the only criteria was to have access to a mobile phone. Premium rate text was then employed to allow visitors to enter the competition - enabling us to use this window of opportunity to generate further revenue for Pan McMillan.