Last week at Penguin's downtown Manhattan offices, members of Penguin's digital development team met with Mr. Schrank and Mr. Corral to show them the latest product.
He approached Ben Schrank, president and publisher of Razorbill, a Penguin young-adult imprint, who liked the idea of a novel that could be spun into an interactive, multimedia app.
"The question is how best to get the Tumblr experience into the app without detracting from the book itself or pulling too far away from the story, " Mr. Schrank said.