We launched The Echo Project – a page-for-page digital companion to the book that grew and evolved in the time period between hard-cover launch and the paper-back launch. A rich tapestry rewarding people for return visits. Participants were asked to take a passage that moved them from a page of the book, and to suggest or create a digital interpretation. Regular fans, celebrity fans, editors, journalists and even the author himself, were quick to respond with pages, words and ideas that meant something special to them. All 402 of these all become 402 pieces of sharable content.

By creating a platform for Khaled's fans, publisher, the retail book industry and book lovers in general, we generated excitement for the novel, ‘And the mountains Echoed’. We helped create new relationships between Penguin and Indigo Books (Canada’s largest book retailer) and was promoted by Penguin offices around the world. We received national coverage in the Canadian Press, National Post newspaper, and the CBC. As well as Fast Company, PSFK, Creativity and Creative Review. We had contributions and were mentioned on air by Canadian media Celebrities. But the most rewarding was being a part of the most successful book launch in Penguin Canada’s history.