Great Engagement, Great Storytelling, Great Results.

I try not to post too much about Deep Focus' work, but I couldn't resist this one.

Recently, we launched an online experience called Vroengard Academy to promote the next book in the Inheritance Cycle series (Eragon), by Christopher Paolini.

Fans of the books get to go through training exercises that prepare them for doing battle, just as the main character does in the book. The adventure lasts from June through September.

We launched the site in the first week of June and within just a week and a half we had over 15,000 registrants. The forums, blogs and Facebook pages dedicated to the game have seen a massive amount of posts with players helping each other figure out how to advance.

Random House, the publishers of the series, saw immediate sales increases of up to 30% directly attributable to the buzz that this experience has generated amongst the community and fans.

So who said you can't use storytelling to generate a measurable ROI?