Requirements: Provide thousands of eBooks for attendees of an oncology conference.

Novartis purchased several thousand copies of the eBook, One Renegade Cell: How Cancer Begins, by Robert A. Weinberg, to give to attendees of an oncology conference. This giveaway introduced an effective method to extend the conference experience beyond the exhibits and get useful attendee feedback, something most event freebies cannot offer. Conference-goers accessed a customized, branded landing page to get their free eBook, complete with a step-by-step redemption process.

Once downloaded, users could read from their favorite device via the BookShout app, or read right from the web. Novartis was able receive data on participation, reader activity, and engagement.