Cannes Lions

READER DIGITAL BOOK

AIM, Escondido / SONY / 2009

Presentation Image

Overview

Entries

Credits

Overview

Execution

Every revolution has a sit-in, and this one shouldn't be the exemption. Two-time Guinness world record-holder for greatest memory, Dave Farrow, served as a designated reader to conduct the month-long reading “SIT-IN” . For every page he read an eLibrary would be donated to a school in America. Celebrities and writers joined the cause as well, jumping into the window as relief readers. People could follow along with his progress on-site and online, 24/7, at sony.com/readerIn addition to the sit-in, 1,200 Revolutionaries invaded bookstores, retail stores, and airports to enable Americans to experience digital reading hand-to-hand for the first time and help the cause. For every trial Sony donated 10 eBooks to schools.Revolutionaries also passed along propaganda directing people to a website. With an interactive trial visitors could learn about digital reading, participate in the movement and pass along the word to friends and family.

Outcome

In just 4 months, we have experienced overwhelming support:* 2.2 million hand-to-hand interactions* A 500% website traffic increase which led to over 100,000 online trials, * This yielded more than 15 million eBooks provided to 150,000 schools.* Over 300,000,000 media impressions.* $0 Media dollars spent* Dave Farrow read 44,000 pages, representing 4.4 million eBooks provided to schools* Sales growth of over 300% for the Sony Reader

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