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Christmas Waterstones

Waterstones uses literary ‘planners’ and ‘wingers’ to promote Click & Collect service on social media

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By Gillian West, Social media manager

December 22, 2014 | 2 min read

Waterstones is asking fans if they are ‘planners’ or ‘wingers’ as part of a social marketing campaign in the run up to Christmas.

Designed to raise awareness of the bookseller’s Click & Collect feature, a series of tongue-in-cheek images invoking characters from literature who are either ‘planners’ or ‘wingers’ have been created.

Waterstones Christmas social campaign

The White Rabbit from Alice's Adventures in Wonderland is used as an example of a #winger.
 

‘Wingers’ include the White Rabbit from Alice’s Adventures in Wonderland and Bridget Jones, the title character from Bridget Jones’ Diary. The Shining’s Jack Torrance is used as an example of a ‘Planner’.

Emma Grinter, online marketing manager of Waterstones, commented that the retailer has a “broad range of delivery options” this Christmas with shop delivery and Click & Collect being “simple and easy solutions to getting your book quickly from your local shop while still paying the online price”.

Waterstones Christmas social campaign

Waterstones has used The Shining’s Jack Torrance as an example of a #Planner.

The images are being showcased on Twitter using the hashtags #Winger and #Planner.

Christmas Waterstones

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