For the launch of any product to the market, marketing and advertising campaigns are essential. But how to do it in 1809... with the picaresque .
In this case we are talking about Washington Irving (1783 -1859) and his book « History of New York from the beginning of the World to the end of the Dutch Dynasty » (History of New York from the Beginning of the World to the End of the Dutch Dynasty), a satire on history and politics .
He wrote this book under the pseudonym Diedrich Knickerbock and before his publication he prepared his particular «marketing campaign». He flooded the New York media with announcements about the disappearance of the Dutch "alleged historian" Diedrich Knickerboker. In addition, he placed a note in the room where the Dutch historian was allegedly staying. The note said that if he did not return, the hotel owners were authorized to post the hidden manuscript in the room to pay the bill.
This case, shrouded in controversy and mystery, shocked New York society, even offering a reward for a clue. When the time came, December 6, 1809, the book was published with great success in sales (I don't know if it was out of pity, morbidity or curiosity) and critics (besides, it was really good).
New Yorkers shouldn't have taken it too badly, as the name of New York's NBA team, the Knicks , is an abbreviation for Knickerbockers.
Ingenuity and a dose of picaresque were the ingredients of the best marketing campaign.
Source:Washington Irvin, Why is Washington Irvin still important?