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As a result of the increasingly competitive nature of the entertainment industry, the art of marketing has been rendered completely essential to the success of literary works. The growth of the Internet has brought about significant change in the publishing industry, which is investing more readily in modern, on-line selling and marketing opportunities. In recent years, clusters of affiliation have come to exist prominently in the on-line realm and are taking the form of active brand communities. Thousands of these powerful communities are continually arising in support of Young Adult fiction, and, as a consequence, have become the chief marketers of novels, particularly in the realm of crossover fiction. The cases of JK Rowling, Stephenie Meyer and Suzanne Collins are used to illustrate the key ingredients of a successful on-line marketing campaign for crossover fiction, highlighting how to establish and engage effectively with an on-line brand community. These prominent examples offer valuable insights into how the world of publishing is changing, and what actions are required for writers, and their publishers, who seek to establish themselves as a reputable brand with optimum reader engagement and substantial longevity. This case is appropriate for undergraduate or graduate students enrolled in marketing, strategy, e-business, digital marketing or publishing-related taught courses.