Gandhi Bookstores is the leader in the Mexican market. Nevertheless, sales fall 12% every month of June. This is why we needed a promotion to keep up sales that month. So we invented fun and useful products related to reading so people could get them for free when purchasing books in store and online.

First, avatars and Twitter accounts were created for each one of the 13 book characters. Then, Gandhi Bookstores (GB) launched an invitation through its Twitter and Facebook accounts.

So, each character started to tweeted its part of the story and, tweet-by-tweet, they narrate the complete story. Each tweet was written using Twitter’s common language, and to enrich the experience even more, Twitter tools were used, such as Twitpic, where characters linked pictures, and Formspring, where people made questions to them.Also, a microsite was created where users could understand, step by step, the whole idea, and add, from there, or from Twitter, the characters list.For the Little Prince by Antoine de Saint–Exupéry Tweetbook, 13 characters were created, 600 tweets were written, thousands of re-tweets were provoke and more of 9,000 followers were added.

Close to 12,000 visits on the web page in just 2 months. Appearances in search suggestions with hundreds of related results; more than 100 visits sources. Advertising recall up to 69.7%.