Hip urban bookstore Kinokuniya were starting to lose traction due to the incidence of e-books and reading devices.
Create the first Twitter-based bookstore club – and promote it as the go-to place for all things "twitterary".
"Twitterature" - Classic novels of the literary canon, reimagined as tweets of no more than 140 chars.
35,000 followers and counting. And – importantly – one happy client.
Online talking banners created scenes of famous characters responding to each others' tweets. And drove the audience to our online Activation.
Meanwhile, the actual Kinokuniya twitter page encouraged users to create their own twitterary masterpieces ...