Book publisher Mills and Boon has launched a digital series, The Chatsfield, which will use a non-linear style of storytelling, focusing on social media posts to tell the story, and has already seen tie-ups from various brands.
Set in a luxury hotel called The Chatsfield, the story follows executive assistant Jessie Loe who plans to stay single for three months following a bad break-up.
Cosmetic company Glossybox and dating site Cupid.com are among the brands to have already signed up to become part of the virtual story, while the characters will also tell their own sides of their story through Facebook, YouTube, blogs and Twitter accounts.
The aim of the series, Harlequin-owned Mills and Boons said, is to introduce the publisher to a younger and more digitally-savvy audience in a place where they will already be - using social media.
"Women are engaging evermore with ongoing characters and wanting to interact and learn more about them and are consuming content in different formats across different platforms," said Tim Cooper, managing director at Harlequin UK.
Fans will be able to send emails and voice messages to the characters, who will reply with hints about where the story is going.