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Hive

MBA creative microsite and marketing campaign to promote HIVE

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By Stephen Lepitak, -

October 12, 2011 | 2 min read

Independent bookshop digital hub Hive, has released an integrated campaign to raise its online presence.

Created by MBA, the campaign, which begins today (Wednesday 12 October) will include a competition aiming to increase consumer interaction, by challenging customers to complete a short story, written by author Mark Billingham.

MBA has also created a microsire, which digital display adverts, POS material and social media activity, will aim to drive traffic to.

At the core of MBA’s integrated campaign is a microsite, http://www.havethelastword.co.uk, supporting Hive’s drive to help independent booksellers in a difficult market, by providing a commission for each book bought online and collected offline. Social media platforms Twitter and Facebook have been employed and digital displays in national newspapers online and POS displays will drive traffic to the site.

James Middlehurst, managing partner of MBA, said: “Our integrated approach for Hive is helping them to open up new online channels to engage consumers and build up a strong following. There was a need for Hive to expand its digital offering through an impactful social media campaign, and Twitter and Facebook have been developed to ensure that consumers are kept involved in the innovative nature of Hive. The digital platforms position Hive as the outlet for anyone who wants to buy online while supporting their local independent bookshop at the same time.”

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