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An integrated campaign to celebrate bookstore Kinokuniya's launch of their Twitter profile. Standout print drove audience to follow them online, … Read More
An integrated campaign to celebrate bookstore Kinokuniya's launch of their Twitter profile. Standout print drove audience to follow them online, where a range of activation engagements built dialogue with followers. Read Less
Published:
Kinokuniya on Twitter
Get the full story. In short.
THE CHALLENGE
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.

THE SOLUTION
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.
 
THE IDEA
"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.

THE RESULT
10,000 followers and counting.
And – importantly – one happy client.
WEBBY BITS
Online talking banners added fun – with scenes of famous characters responding to each others' tweets.
And drove the audience to our online Activation.
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MORE WEBBY BITS
Meanwhile, the actual Kinokuniya twitter page engaged followers by encouraging them to create their own twitterary masterpieces ... with giveaways awarded to the best pieces of (micro) art.