To help book lovers celebrate and share their love of reading on on World Book Day, Amazon recently turned Toronto's Boxcar Social into a "Big Little Library."
The concept was inspired by the many free little libraries that are scattered throughout the city, which offer readers the chance to drop off a book they've read in exchange for a new book. As well as giving the people of Toronto the chance to swap their books for free, Amazon's World Book Day event also featured author readings and a cozy space to sample a variety of refreshments from Boxcar Social's menu.
Over the past few years, Amazon and other Internet giants have been turning to offline activations as a way to direct attention to their many online offerings.
Promotional Pop-Up Libraries
Amazon Created a Free Book Swap Event in a Cafe for World Book Day
Trend Themes
1. Offline Activations - Brands are turning to offline activations to direct attention to their online offerings and create a unique experience for their customers.
2. Promotional Pop-up Events - Companies are using promotional pop-up events to create buzz and promote their brand in a unique and memorable way.
3. Sharing Economy - The rise of free little libraries and other sharing economy initiatives present an opportunity for brands to tap into this trend and offer unique experiences to their customers.
Industry Implications
1. Publishing - The publishing industry can tap into the sharing economy trend by creating book swap events that promote a love for reading and engage with their audience in a unique way.
2. Hospitality - The hospitality industry can use pop-up events to create a unique experience for their customers and draw attention to their brand and offerings.
3. Retail - Retailers can create pop-up events with a sharing economy aspect, such as clothing swaps or product exchanges, to engage customers and promote their brand in a new and meaningful way.