13 February 2014 - 11:55am | posted by | 0 comments

Macmillan Children’s Books uses ‘interactive Instagram adventure’ to engage teens

Macmillan Children's book launches Instagram adventureMacmillan Children's book launches Instagram adventure

Macmillan Children’s Books has launched an interactive Instagram campaign to promote new teen novel Thirteen.

In a move to drive deeper engagement, readers who follow the @thirteenbook Instagram account can ‘become’ the book’s protagonist and can choose their own ending by exploiting Instagram’s tagging function.

Amy Lines, marketing manager at Macmillan Children’s Books said: “Engaging teens in conversations around new books is not always easy. We know they are looking to the world of social media to provide them with pleasure and entertainment.

“We hope that by using Instagram in this innovative way, we will spark those conversations about Thirteen amongst peers in a way that is visually stimulating, gamified and shareable.”

The Instagram adventure was co-written by the novel’s author Tom Hoyle and lets players navigate through the story with the chance to win an iPad Mini or a discount code through a partnership with Waterstones.com.

Macmillan Children’s Books partnered with creative agency Ralph to create the Instagram adventure.

Creative director Chris Stack said the campaign was about reaching the book’s audience in the right place: We love the idea of people creating their own “Tagventures” and using Instagram not only as a photo-sharing network, but story-telling network too.”

The Instagram adventure launches today (13 February).

Don't miss out... Get your Advertising news by email

See all specialist newsletters

24 related companies from Profile Hub, The Drum's modern marketing directory:

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

AVCA - The heart of African VC and PE

19/09/2014
The African Private Equity and Venture Capital Association...

BWP gets colourful with K3

18/09/2014
K3 approached BWP Group to help them design and build a...

dlc - Responsive website

17/09/2014
dlc is the UK’s leading, independent debt recovery firm,...

Ecommerce Solution for B2B and B2C Retailer

16/09/2014
Talking Tables provides high quality party decorations for...

Peak Scientific Innovation - Brand Communications for US Market

16/09/2014
Peak Scientific is a leading Scottish gas generator...