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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:
THE PROBLEM
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.
ONLINE BANNERS
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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TWITTER PROMO
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.