Category: Best Copywriting
Advertiser: GANDHI BOOKSTORES
Agency: OGILVY MEXICO
Date of First Appearance: Feb 26 2010 12:00AM
Entrant Company: OGILVY MEXICO, MEXICO
Entry URL: http://22.214.171.124/gandhitweetlibroscopy/en/index.html
Vice President & Creative Services Director: José Montalvo (Ogilvy México)
General Creative Director: Miguel Angel Ruíz (Ogilvy México)
Creative Director: Abraham Quintana Garay (Ogilvy México)
Creative Director: Carlos Holcombe (Ogilvy México)
Copywriter: Michael Sánchez (Ogilvy México)
Copywriter: Said Pérez (Ogilvy México)
Copywriter: Gonzalo Fragoso (Ogilvy México)
Copywriter: Osiel Díaz (Ogilvy México)
Gandhi Bookstores took advantage of social networks to create Tweetbooks: Read a complete book following its characters through your Twitter timeline. The first book: The Little Prince, by Antoine de Saint–Exupéry.
A Twitter account were created for each of the 13 characters. Each character tweeted adapted lines from the original script, satisfying Twitter´s needs, such as 140 character sentences, use of emoticons, and dialogue replies. A total of 554 tweets were written. That's how, day by day and tweet by tweet, the full story was narrated. To enrich the experience, Twitter also tools were used, such as Twitpic and Formspring.
The Print Ad titled TWEETBOOKS was done by Ogilvy Mexico advertising agency for brand: Gandhi Bookstores in Mexico. It was released in the Feb 2010.