Waterstone's, the UK high street's leading bookstore, has appointed customer publishing agency Seven Squared to create a viral marketing campaign to celebrate the launch of new charity book, ‘Modern Delight'.
The new book was inspired by JB Priestley's ‘Delight', a 1949 collection of essays on things that made the author, a self-confessed ‘old monster', happy. In the book, over 80 celebrities reveal what makes them glow inside and the contributors include Kate Mosse, Nick Hornby, Stephen Fry and Sebastian Faulks.
Proceeds from the book will be donated to Dyslexia Action, the UK's leading provider of services and support for people with dyslexia and literacy difficulties, and the London Library, the world's largest independent lending library.
The online campaign uses a microsite and pre-existing social networks to drive traffic to the Waterstone's website and ultimately increase book sales.
The microsite, waterstonesdelight.com, is designed in the style of the cover artwork for ‘Modern Delight' and invites users to share things that delight them, in the process creating a collection of delightful objects, activities people and places. On the site, Dom Joly and Charley Boorman describe their delights in video shorts. Every entrant will have the opportunity to distribute their delight via social networks, encouraging friends to vote for their delight and/or make their own entry. The most popular delight will win a clutch of great prizes, including annual membership of the London Library and a Fortnum & Mason Hamper.
Seven Squared were chosen from a number of digital agencies who pitched to Waterstone's.
Says Will Currie, Creative Director (Digital) at Seven Squared: ‘Having been asked to pitch for the Delight website after the success of Wbqonline.com, an online version of WBQ, the Waterstone's customer magazine (also produced by Seven Squared), it has been an absolute delight to further cement our relationship with the launch of the Delight website. The project has been an extremely enjoyable one to work on and we are thoroughly looking forward to hearing about what delights the good people of Britain.'