Driving Early Reader Excitement with Exclusive Sweepstakes to Author-Owned Community

Campaign Type: Private Booktrovert Sweepstakes
Audience: Abby Jimenez’s Private Facebook Reader Group
Title: The Night We Met
Copies Available: 250
Campaign Duration: 7 days

Campaign Overview

To generate early buzz and reward a highly engaged fan base, a private Booktrovert Sweepstakes campaign was launched exclusively for Abby Jimenez’s private Facebook reader group. This audience—comprised of deeply loyal, voracious readers—has a demonstrated history of enthusiasm for Jimenez’s work and a strong appetite for early access.

The campaign offered members the opportunity to enter for a chance to win one of 250 digital advance copies of The Night We Met. By limiting access to a private, author-owned community, the campaign capitalized on trust, exclusivity, and built-in excitement.

Strategy

The core objective was to activate an already passionate reader community while maintaining a frictionless, equitable entry experience. Key strategic elements included:

Private Access: The campaign was available only to members of Abby Jimenez’s private Facebook group, reinforcing a sense of exclusivity and insider access.
Sweepstakes Format: Rather than first-come, first-served, the sweepstakes model allowed all interested readers to participate over a seven-day entry window, reducing urgency fatigue while maximizing participation.
Automated Fulfillment: Winners were randomly selected at the conclusion of the campaign and notified via email, where they could seamlessly download a protected ebook file.

Execution – Ease & Challenge

Readers were invited to enter the sweepstakes through a private Booktrovert campaign page promoted within the Facebook group, ensuring that only members of the exclusive group had access to enter. Once the seven-day entry period closed, winners were automatically selected and notified, selected readers could immediately start reading their protected ebook file.

Ease: This approach minimizes the publisher’s administrative lift while ensuring a fair and transparent experience for participants.

Challenge: Abby’s Facebook group includes readers from across the globe and, for now, Booktrovert only offers eBook access to U.S. readers. In part due to feedback from this campaign, the NetGalley-Booktrovert team is considering plans to expand service to readers in Canada as a first step toward wider distribution.

Audience Engagement

The private Facebook group proved to be an ideal environment for the campaign. Members are highly vocal, quick to share excitement, and eager to engage with anything related to Abby Jimenez’s work. The sweepstakes format amplified anticipation throughout the entry period, with readers actively encouraging one another to participate and expressing enthusiasm about the upcoming release.

Because the campaign lived within an established community space, the promotion felt organic rather than transactional—more like a reward than a marketing initiative.

Key Takeaways

Leverage Superfans: Highly engaged, author-owned communities are powerful launchpads for early-access campaigns.
Sweepstakes Reduce Friction: Allowing a multi-day entry window increases participation and goodwill, particularly in large or enthusiastic reader groups.
Exclusivity Drives Excitement: Private campaigns reinforce loyalty and make readers feel valued.
Automation Scales Trust: Random selection and automated delivery ensure fairness while streamlining execution.

Why It Worked

This private Booktrovert campaign succeeded by meeting readers where they already gather, offering meaningful access without complexity, and pairing exclusivity with ease of use. For authors with passionate fan bases, private sweepstakes campaigns are an effective way to generate early momentum while strengthening reader relationships ahead of publication.

From Shirtless Rivals to Cartoon Cuties: What Heated Rivalry Tells Us About Romance Cover Trends

Romance covers have always worn their hearts on their sleeves — and sometimes very little else. But over the past decade, the visual language of romance books has gone through some major changes. One buzzy book in particular offers a perfect case study in how (and why) those trends have shifted: Heated Rivalry by Rachel Reid.

Originally published by Carina Press with a photo‑based cover featuring two shirtless hockey players, Heated Rivalry now sports a bright, illustrated, decidedly PG redesign. Same story. Very different vibes.

So what changed, and what does it tell us about the romance market today? Let’s lace up and take a look.

A Tale of Two Covers

The original cover, first published in 2019, leaned hard into heat: a photographic image of two muscular men, bare chests on display, locked in a pose that clearly signaled this book is sexy. For years, this approach was a mainstay of romance publishing, especially in subgenres like historical or paranormal romance. The at-a-glance information gleaned from a cover like this was effective and instantly legible on shelves, especially for dedicated fans of the genre. In fact, it was designed for dedicated fans of the genre — heaving bosoms and glistening abs signaled to romance readers exactly what they were going to get between those pages.

The new cover from 2024, by contrast, swaps realism for illustration. The characters are still hockey rivals. There’s still tension. But now…they’ve got clothes on! The style is more playful, closer to rom-com vibes than straight spice. Compared to the photo-realistic cover, this illustrated cover can appeal even to readers who might not consider themselves romance readers (or hockey fans).

Across NetGalley in particular, you’ll see illustrated romance covers consistently in our “Most Requested” carousels, both on the front page of the catalog and within the Romance category itself. They’re clearly here to stay, as our community continues to read, review, and share their love for this genre.

A cover change isn’t just cosmetic. It’s strategic.

But Why?

Illustration allows publishers to communicate romance without explicit sexual imagery, which has proven especially effective as romance readership has expanded and diversified, as reported by Shelf Awareness and BookNet Canada. Readers still want heat (arguably more than ever!), but these redesigned covers offer the chance to show off other elements readers enjoy such as humor, heart, and emotional payoff.

This kind of repositioning matters, even to the algorithms. Titles with refreshed metadata and packaging often see renewed attention from:

Librarians reassessing collections
Booksellers taking advantage of merchandising themes
Readers discovering (or rediscovering) backlist gems
Cross-over audiences, like TV-show watchers discovering source material

In other words: a cover change isn’t just cosmetic. It’s strategic. And, as our friends at Firebrand believe: this is the perfect time to update outdated descriptions with search-optimized copy, too! Good backlist metadata can protect future sales and can unlock major gains in visibility and revenue.

What This Means for Publishers

Yes, we’ll acknowledge that the cutesier covers have made romance more algorithm‑friendly. Covers that feel “safe to share” tend to travel farther on social media and retailer recommendation feeds. That doesn’t necessarily mean the spicier covers are a thing of the past though – on NetGalley, we see these more often tagged in the “Erotica” and/or “New Adult” categories, rather than just straight Romance.

But a thoughtful redesign is more than just gaming algorithms, it’s about staying relevant as reader tastes evolve. Reaching a new audience the second time around is good for everyone (but especially the readers!).

Curious how NetGalley can help you refresh your backlist? See our guide here!

A More Sustainable (and Affordable) Strategy for Event-Ready Marketing

As publishers look for ways to tighten conference budgets while also prioritizing sustainability, NetGalley and Booktrovert offer solutions. With smart, streamlined alternatives to traditional print giveaways, we have the tools and data to measure success. Taking your digital catalog to industry events is practical, cost-effective, environmentally friendly, and surprisingly simple.

Increasingly, teams are rethinking stacks of ARCs that require weeks of printing, expensive shipping costs, and a gamble on estimated demand. Digital access can replace or supplement physical galleys, ensuring that every interested attendee walks away with a way to read your book, even if your last print copy has already left the booth. Here’s how!

Bringing NetGalley to Trade Conferences & Consumer Conventions

How to Share NetGalley on the Show Floor

A simple printed QR code can sit beside your remaining ARCs or replace them entirely. Scanning the QR code can send attendees to:

Request
Read Now
A Widget Link

The CTA you choose depends on your goals, and you should also consider the type of event. For example:

At a trade conference like Winter Institute, where booksellers are the primary audience, a Widget Link gives these attendees instant access, a benefit when you need the broadest reach exclusive to attendees of the event.
At consumer-facing shows like BookCon, use Booktrovert instead to offer a public, large-scale digital giveaway or sweepstakes instead (more on that below).

TIP: While some publishers link to a single priority title, you could also point attendees to your NetGalley Publisher Profile to showcase your full catalog. Or, if you want a single hub for multiple links, a LinkTree QR code works beautifully. When using Booktrovert, consider a multi-book campaign to promote up to 10 titles all on one landing page.

Post-Event Follow Up

A digital approach is perfect for after-event follow-up. If you’re scanning badges or gathering business cards while meeting librarians, booksellers, or reviewers at the booth, follow up after the show with a NetGalley widget. It’s an easy, professional way to ensure attendees can immediately dive into your digital review copy (DRC) or advanced listening copies (ALCs)!

TIP: Make NetGalley part of your booth design! Postcards, bookmarks, and other creative handouts are perfect to customize with your logo, cover art, and a QR code. Download a template here.

Bringing Booktrovert to BookCon (and Beyond)

Where NetGalley shines for industry outreach, Booktrovert is tailor-made for consumer shows— especially high-demand events like BookCon, where print copies disappear fast and shipping budgets disappear faster.

With Booktrovert, you can set up:

Limited-Time digital giveaways (claim a copy), or
Limited-Quantity sweepstakes (enter to win)

…all created and scheduled from within your existing NetGalley account. It takes only a few minutes to set up, and can be finalized 24 hours before your campaign launches.

Booktrovert is a BookCon Sponsor in April 2025, and will be cross-promoting campaigns at the event, giving your titles an even bigger push. Reach out if you’d like to participate in Booktrovert’s show plans, including in-booth digital giveaways, and more!

REAL LIFE EXAMPLE: Ashey Kronsberg at Boom! Studios launched a Booktrovert campaign to reach New York ComicCon attendees with a combination of outreach to their own newsletter mailing list and a QR code at the show to help direct traffic.

As Ashley told us, digital tactics are “becoming more of a need when it comes to B2B shows as not all retailers/librarians can bring physical copies back with them; so I anticipate it will become more unique for consumers as well.” This is where Booktrovert can fill in the gaps!

Built-In Event Insights

With Booktrovert’s Detailed Analytics, you’ll be able to use the email addresses of everyone who entered your Sweepstakes or Giveaway to make post-event follow-up both thoughtful and targeted since they are already opted-in to hear from you. It’s an efficient way to keep the momentum going long after the event ends.

Plus, learn more about demographics and who your book appeals most to, giving you actionable data to put more informed strategy behind your marketing tactics.

Why Digital Makes Sense

Beyond convenience, bringing NetGalley and Booktrovert to events significantly reduces printing and shipping waste, making your conference presence more sustainable. It also lowers costs: no unexpected shipping charges, no last-minute reprints, no guessing how many copies to bring. Instead, every attendee can reliably access your titles in a format that’s immediate, accessible, and aligned with their reading preferences.

Digital doesn’t necessarily need to replace print copies, but it does complement it in powerful ways, ensuring you never miss an opportunity to connect a reader with a book.

If you’d like help planning your strategy for an upcoming conference, or want support choosing links, QR code destinations, or Booktrovert campaign options, we’re here to help.

How Indie Author M. Kevin Hayden used Booktrovert to Generate Visibility

When it comes to early adoption of new tools for audience engagement, independent authors are often the first to experiment, and the first to see what works! For author M. Kevin Hayden, Booktrovert.com has become a key part of that journey. As one of Booktrovert’s earliest adopters, Kevin has used nearly every campaign type the platform offers—Giveaways, Sweepstakes, and Buy Now CTAs—to reach new readers and drive ongoing visibility for his work.

In this Q&A, Kevin shares how he approaches each campaign type with a different goal in mind, what he’s learned about building momentum, and why Booktrovert has become an important part of his marketing strategy as an author.

Tell us a little bit about yourself and your books!

Certainly. I’m originally from the South Side of Chicago. An Old Soul is my debut novel and my first published work of fiction. It follows a young man who feels quietly displaced in his own life and in the world around him. The story is set in my old neighborhood of Gresham in 1996… or is it? It blends grounded realism with elements of synchronicity and speculative fiction.

Willow Ros e is my sophomore novel and is also now available. It leans into literary cosmic horror and follows a doctor who flees his past for rural northern Minnesota. A strange knock at his door one night sets off a chain of events that pulls him and others into a fight for survival against a malevolent monster, all in the wake of a comet that appears from nowhere.

You’ve been part of Booktrovert since it launched! What helped you decide to take the leap with a brand-new platform?

I’ve always been an early adopter. I’m naturally drawn to the new thing. I get excited about previously unknown possibilities and love being among the first to explore what something can become. Since NetGalley already has such a wide reach in the bookish community, I was genuinely excited to see how Booktrovert might build on that and help me connect with new readers in a different way.

And honestly, I’ll probably be among the first in line for whatever you all come up with next—because why not?

“Since NetGalley already has such a wide reach in the bookish community, I was genuinely excited to see how Booktrovert might build on that and help me connect with new readers in a different way.”
– M. Kevin Hayden

Your recent Sweepstakes for Willow Rose had a mysterious, cinematic hook. How did you approach writing the campaign title and description to capture readers’ attention?

Honestly, I wasn’t sure how it would land. I just put myself in the reader’s shoes and asked, “What would make me click?”

Willow Rose is intentionally a mysterious story, and some of the early reviews were very critical of the unanswered questions. In a way, the campaign was also my way of signaling what kind of experience the book offers — so the right reader would be more likely to lean in. I’ve learned the hard way how important that match really is.

Our goal is to reach as many of those right readers as possible. To do that, you have to hang the appropriate sign.

You’ve also used Booktrovert for a Buy Now campaign, promoting a punchy limited time sale. How are your goals different when considering these various CTAs? When and why would you run a Sweepstakes versus a campaign that drives to retailers?

My goal early on was to reach more readers. I needed to gather early reviews — get the story in front of more eyes — and the giveaways helped with this. Booktrovert has proven an invaluable tool for overall visibility. I found that interest had a slight bump during those campaigns in the way of follows and Goodreads shelvings. I found that the new sweepstakes seemed to pull more interest than the earlier first-come giveaways from Booktrovert.

As far as the “Buy Now” CTA campaigns, I plan to utilize those also to help buoy dips in sales.

Of note, as I work through this Q&A, I feel it’s time to setup a CTA campaign on Booktrovert.com now as my sales and visibility are dipping slightly.

The goal is to be seen. There are multiple shouting towers out there and it’s best to use as many as possible to avoid vanishing in a crowd. Millions of books are published a year and that crowd is dense.

*Willow Rose* sweepstakes campaign stats as of Dec. 2, 2025

As an independent author, what do you think is the most valuable outcome of running an ebook giveaway, whether that’s exposure, engagement, or something else entirely?

As an Indie author, it cannot be understated that you have to make yourself findable. At baseline, we are all invisible. There isn’t a cadre of marketers, promoters or word of mouth spreaders working on our behalf. Usually, it’s only the author themselves. Even with well placed ads, campaigns, and giveaways, we are still relatively unseen. Even when visible, we can be looked over for traditionally published titles. Giveaways are a way to get the book in front of more eyes, pique interest, and gather reviews. Sometimes, you run into gold just because someone influential just happens to win a title.

For me, those are my main reasons for running the giveaways. To gather more potential reviews and increase visibility.

“Booktrovert has proven an invaluable tool for overall visibility.”

How does Booktrovert compare to other giveaway platforms you’ve tried?

Booktrovert is a very user-friendly and efficient tool. I can set up a campaign with minimal friction and get it live quickly, similar to NetGalley. Some other giveaway platforms require more data entry and have longer approval timelines. That said, I use Booktrovert in conjunction with other platforms. Visibility across multiple services is important because different readers prefer different ecosystems. Also, seeing the same title appear across platforms seems to increase interest and engagement.

“Booktrovert is a very user-friendly and efficient tool. I can set up a campaign with minimal friction and get it live quickly, similar to NetGalley. Some other giveaway platforms require more data entry and have longer approval timelines.”

What’s next for you?

I recently completed a prequel short story for Willow Rose that will be available on my website and linked by QR code in future printings of the novel. I’m excited to gift more story to readers, and I hope it answers a few lingering questions while still preserving the intended mystery of Willow Rose.

For those knocking at the door — remember the password: stay together

I’m also deep into a new project called Locked-In, a speculative dystopian novel set in the same universe as An Old Soul. There are several other stories brewing as well, and I’m hoping to finish Locked-In before they hijack my attention. Other storytellers know exactly what I mean. Ideas never wait their turn.

Backlist, Front and Center: Year-Round Strategies for Long-Term Success

A Guide to Re-Energizing Your Books and Reaching New Readers Using NetGalley & Booktrovert

At NetGalley, we love seeing how publishers and authors breathe new life into their backlist titles. While frontlist books often get the spotlight, backlist marketing can be one of the most rewarding—and strategic—ways to grow revenue, strengthen discoverability, and reach new audiences.

As Núria Cabutí, CEO of Penguin Random House Grupo Editorial, recently said during the 2025 Frankfurt Book Fair CEO Talk: “A book that has not been read is a new book, so if it’s backlist or frontlist, it doesn’t matter. What we need is powerful promotions.”

That philosophy perfectly captures the opportunity that backlist marketing presents. Whether you’re looking to celebrate an anniversary, connect to a cultural moment, or simply reintroduce readers to a beloved story, NetGalley and Booktrovert can help you make it happen.

Choosing Which Backlist Titles to Promote

When planning your next backlist campaign, start by identifying which titles are most likely to resonate right now. Consider whether a book fits into a trending genre, has seasonal significance, or ties into an upcoming anniversary, reprint, or special edition. Is there a media adaptation or author milestone on the horizon? Or is the title about to be released in a new format, like an audiobook?

Each of these moments can offer a fresh reason to bring a backlist book back to readers’ attention through NetGalley and Booktrovert.

“A book that has not been read is a new book, so if it’s backlist or frontlist, it doesn’t matter. What we need is powerful promotions.”
– Núria Cabutí, CEO of Penguin Random House Grupo Editorial

Reframe and Refresh for Emerging Trends

Five years ago, “romantasy” wasn’t an established genre, even though romance and fantasy have long been natural companions. By staying attuned to trends like this, you can reposition older titles to meet new reader expectations.

Use NetGalley tools like the Word Cloud and Feedback Reports to uncover the language readers use most often, then refresh your book descriptions and marketing copy to better align with these trending keywords. Once your messaging feels current, you can reintroduce the book to readers in a big way through a Booktrovert Sweepstakes or Giveaway.

TIP: Unsure what Booktrovert CTA to pick? Check out our guide here!

Browsing the NetGalley catalog is also a great way to spot cover design trends and genre shifts before they hit the retail shelves, helping you stay ahead of what readers are looking for. Use the “Most Requested” carousel, both on the catalog homepage and within your categories of interest, to really see what’s trending!

Promote Around Merchandising Themes

Seasonal and cultural moments are key opportunities to connect your books with active readers. Use NetGalley’s Title Timeline to plan around recurring themes, like spooky reads for Halloween, heartwarming romances for Valentine’s Day, or thought-provoking political nonfiction tied to election cycles.

When your title appears at just the right time, you’ll capture readers’ attention when their interest is at its peak. For inspiration, check out the NetGalley Media Kit, which highlights dozens of seasonal, holiday, and other themes you can use to plan ahead.

Celebrate Milestones

Every milestone is a marketing opportunity.

Anniversaries offer a natural moment to reintroduce your book to new readers. Celebrate 10,000 copies sold or 25 years in print by offering review copies on NetGalley alongside a Booktrovert Giveaway campaign to consumers. Or, promote a just-for-fans sale using a Private Buy Now campaign. These combined efforts help boost visibility, generate buzz, and spark renewed interest in your title.

If you’re releasing a new edition or anniversary reprint, consider using a NetGalley eBlast to make a splash and ensure readers take notice! Want the widest possible reach? Our NetGalley + Booktrovert Combos “menu” has even more ideas for how to choose the most impactful ways to promote every type of book (and for every type of goal!).

Take Advantage of Media Tie-ins

If your book is being adapted to a film or television show, or even if it shares similar themes or subject matter, now’s the time to capture audience excitement. Use NetGalley and Booktrovert to reignite reviews and conversations that connect your title to what’s trending on screen.

To help booksellers and librarians recommend your book to their communities, consider developing a Book Club Kit for your backlist titles. These assets make it easier for professionals to champion your book when readers are hungry for similar stories.

Pitch Books in a Series

Your NetGalley history is a valuable resource for reaching proven audiences. If you have an upcoming installment in a series, list book one again on NetGalley to rekindle early enthusiasm and bring new readers into the fold.

True Crime, Real Results: How a Booktrovert Sweepstakes Boosted Black Dahlia by William J. Mann

Campaign Snapshot

Campaign Title: The first definitive account of the Black Dahlia murder
Featured Giveaway: Black Dahlia: Murder, Monsters, and Madness in Midcentury Hollywood By William J. Mann
Genre: True Crime, Biographies & Memoirs

Overview

For nonfiction and true crime titles, building anticipation is all about visibility, intrigue, and credibility. With Black Dahlia, author William J. Mann delivers the definitive account of one of America’s most infamous unsolved murders—one that continues to fascinate readers nearly 80 years later.

To reach those readers, Simon & Schuster ran a Sweepstakes campaign on Booktrovert, offering 100 digital copies for readers to enter to win. The newly-introduced Sweepstakes CTA keeps entries open for 7 days, giving readers ample time to discover and enter to win, sustaining engagement over the course of the week-long campaign.

At the end of the campaign, winners were automatically, randomly selected, and all entrants automatically received a confirmation about whether they won (including retail links to prompt purchase if they did not win). Winners received automatic digital access to the book, leaving nothing for the publisher to do except peek at their results!

This structure makes Sweepstakes an excellent fit for discovery-driven genres like true crime, biographies, and memoirs—where intrigue builds over time and awareness translates directly into sales potential.

Why It Worked

Sustained visibility and steady engagement
With seven days of open entry, the campaign maintained strong visibility in the Booktrovert Feed, giving readers ample time to discover and share the promotion.

Built-in post-campaign conversion
When the campaign ended, every participant who didn’t win a copy received an email driving to the retail links for the campaign, turning curiosity into measurable clicks and ongoing sales activity. Plus, no one is left wondering about the result of their entry!

Balanced exclusivity and accessibility
Offering 100 digital winners created excitement and urgency while still keeping the campaign open and accessible. The best part? Entrants don’t need to fill out any additional personal information (like mailing addresses) and publishers don’t need to do anything at all for fulfillment since it’s all automatic, instant, and completely digital. No shipping required!

Publishers don’t need to do anything at all for fulfillment since it’s all automatic, instant, and completely digital. No shipping required!

The Results

1,917 Total Entries | 100 Winners Selected

“The Sweepstakes campaign was a great addition to our pre-publication strategy! The detailed analytics provided helpful consumer behavior insights, which will inform where and how we connect with readers through publication day and beyond.”

– Elizabeth Venere, Associate Director of Marketing

Curious how your results stack up? Check out some benchmarks here: Understanding Your Booktrovert ROI

Takeaway for Publishers

Sweepstakes campaigns are a powerful way to extend your reach and engagement on Booktrovert—particularly for nonfiction titles that thrive on intrigue and discovery. By allowing readers to participate over several days and then guiding all entrants to retail at close, Sweepstakes keep attention high and drive meaningful follow-through. Whether paired with a Giveaway for instant buzz or used independently for steady awareness, Sweepstakes help turn reader interest into lasting momentum.