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In support of the release of our book, we worked with Random House and Odyl Farm to connect with potential fans where they live. Facebook. Together we developed a comprehensive app that invited people to tag their friends as one of the prototypical guys in the book, then asked the “victim” to tag his friend back, and let the viral pig pile ensue. The results were staggering. Within a week, we had thousands of users, rising sales and countless hilarious comment chains that we wish we’d saved. as a support piece, we created a site that provided a sneak peak at some of the guys in the book, while proving to be an effective gateway to the the app and online ordering.