At the core of the online campaign was a rich, multi-layered website that gave readers lots of texture and depth about the book - spinning myths and stories about the author, the plot and the characters. Readers were led to the Dreameaters website through PR in traditional press and online seeding.

Penguin have sold nearly 5 times as many hardbacks as one would expect from a typical literary debut and the Dreameaters instalments set was the top selling product on the Penguin website in 2006. More importantly, it generated the PR impact to dramatically increase the profile of the hardback launch with the trade and consumer.