James Patterson
The Self Destructing Book

To cement James Patterson’s reputation as The Master of Thrill, we decided to take the usual thrill of reading one of his novels to an unprecedented height. 
Introducing The Self-Destructing Book, the most thrilling reading experience ever. Patterson’s fans got a chance to read his new book, Private Vegas for free before the book was released. The catch, they had just 24 hours before it self-destructed.


A free digital book was released to 1,000 readers. They had 24 hours to race to the end of the book before it disappeared in an arresting fashion.


Unique codes to unlock the interactive book was released in batches through James Patterson’s Facebook page. The posts themselves were—of course—self destructing, too.


To make the reading experience even more exciting, pages got destroyed as you progress and story related animations scared readers throughout the book.


Readers were digitally connected through the book, and could “sabotage” other readers by stealing some of their precious time.