Hip urban bookstore Kinokuniya were starting to lose traction due to the incidence of e-books and reading devices. They wanted to modernise and prove the relevance of their traditional store in the online landscape.
Create the first Twitter-based book club – and promote it as the go-to place for all things "twitterary" – including exclusive giveaways, updates, inside news and live "tweet-versations" with authors.
"Twitterature" - Classic novels of the literary canon, reimagined as tweets of no more than 140 chars. All summed up with the line: "Get the whole story. In short". Hinting at a world of exclusivity... And ushering in a unique dialogue with fans – extending to mobile and online activation.
10,000 followers and counting. And – importantly – one happy client.