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

By Natalie Mortimer | N/A

Ralph

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teens article

February 13, 2014 | 3 min read

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.

Macmillan Children's book launches Instagram adventure

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.”

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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).

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