We invited our audience to join us in authoring a book, every element of which they would contribute to, creating a unique co-creation moment in brand publishing.

We partnered with Penguin, the UKs biggest publisher, giving us credibility and access to their loyal fan base.

Each day through Penguin and Specsavers' Facebook and Twitter feeds, our audience were invited to guide elements of the story using the hashtag #ChooseThePlot, with the submissions curated by three Penguin authors.

The outcome was the world’s first branded crowd-sourced novel, released through Amazon and iTunes.

The book was downloaded over 10,000 times, 50 times more than the average crime fiction novel, and hitting the top 40 most downloaded on the Amazon chart.

Over 122 thousand Facebook and Twitter users contributed to the story, generating 30 million impressions in Twitter alone.

#ChooseThePlot drove association of Specsavers with key reading terms up by over 500%, ensuring standout in this critical window.