THE MICRO EDITION by VOLONTAIRE for ALFABETA PUBLISHING HOUSE

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THE MICRO EDITION

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Industry Publishing, streaming & media, Books
Media Promo & PR, Case study
Market Sweden
Agency VOLONTAIRE
Released May 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: ALFABETA PUBLISHING HOUSE
Product/Service: BOOK
Agency: VOLONTAIRE
Date of First Appearance: May 23 2009 12:00AM
Entrant Company: VOLONTAIRE, Stockholm, SWEDEN
Entry URL: http://www.forvridet.se
: Volontaire (Volontaire)
Media placement: Twitter Feed - Online - 23/05/2009

Results and Effectiveness
The news value of a new literary form interested and enraged critics and public, sparking a debate about literature in the digital landscape. The author was interviewed in daily newspaper, mainstream radio and mentioned on several important book blogs. Swedish daily SvD even wrote a whole page essay on the Twitterature phenomenon, ironically boosting sales of the hardcover.

Creative Execution
'Och allt är förvridet' is a suspense novel about the jealousy and power play that characterises a destructive relationship. In the Micro Edition of the story, the relationship between the main characters Mina and Erik deepens as they publish their experiences in more than 1,500 Twitter posts during the course of one whole year, parallel with the events in the book. You can read the micro novel on your mobile phone, your computer, together with the hardcover or separately. The ambition is to explore new platforms for storytelling and, with the help of those, reach new readers. And since the micro novel gives the book an added value, it is more a gift than it is advertising. Giftertising?

Insights, Strategy & the Idea
When we we’re asked to advertise a book, we ignored it. Since we read more than ever (but not necessarily the thousands of hardcovers published every year), we advertised the story instead. Three months before Emma Ångströms debut novel 'Och allt är förvridet' hit the bookshelves, we invented the Micro Edition.