The 'Social Book' campaign involving Pharrell Williams' book 'Inspiration,' revives the crazy Hunter & the Bear from an old Tipp-Ex ad that went viral years ago. Although the pairing is a totally unexpected one, the campaign is really clever.
The Social Book takes elements from the original Tipp-Ex campaign and has the pages of Pharrell's new book accidentally whited out by the bear. Now, in order for the book to be published and sold, it's relying on people of the Internet to fill in the blanks by guessing the correct words.
It's pretty awesome that if you're the first person to guess any word, you'll get a credit in Pharrell's book. As well, revenues from book sales will support 'From One Hand To AnOTHER,' which provides learning programs for underprivileged kids.
Stats for Fill-in-the-Blank Book Campaigns
Trending: Older & Buzzing
Research: 1,028 clicks in 105 w
Interest: > 3 minutes
Concept: "social Book"
Related: 68 examples / 52 photos
Segment: Neutral, 12-35
Comparison Set: 25 similar articles, including: baggage tag branding, mad libs-like wine, and vague greeting cards.
Fill-in-the-Blank Book Campaigns
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