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).

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

Latest Projects from the Profile Hub

Cotswolds Distillery Inaugural Release

23/10/2014
The first ever Cotswolds Dry Gin from the first 10 runs at...

Jurlique's #AgelessBeauties Twitter Party Increases Sales!

22/10/2014
To celebrate Jurlique’s latest product range launch; Nutri-...

EMCAS

22/10/2014
OVERVIEW Financial mis-selling is an ever-growing issue –...

Visit Wales - creating romantic breaks

22/10/2014
Delivering 1000% increase in 'romantic' traffic Challenge...

Recruitment campaign

21/10/2014
Thermal Systems are an international client based in...