# Promotional Pop-Up Libraries Amazon Created a Free Book Swap Event in a Cafe for World Book Day By Laura McQuarrie | Published 2017-04-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/world-book-day References: [todocanada](http://www.todocanada.ca/city/toronto/event/invitation-celebrate-world-book-day-big-little-library/) & [instagram](https://www.instagram.com/p/BTOl5VTBDL9/?taken-by=boxcar_social&hl=en) 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. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 21% | Activity: 29% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Offline Activations:** Brands are turning to offline activations to direct attention to their online offerings and create a unique experience for their customers. - **Promotional Pop-up Events:** Companies are using promotional pop-up events to create buzz and promote their brand in a unique and memorable way. - **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. ### Who This Affects Most - **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. - **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. - **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. ## Related on Trend Hunter - [Library-Based Inequity Initiatives](https://www.trendhunter.com/trends/latin-america-memorial-library.md) - [Book-Themed Bar Concepts](https://www.trendhunter.com/trends/book-bar-toronto.md) - [Book-Inspired Public Benches](https://www.trendhunter.com/trends/sit-down-to-read.md) - [Immersive Book-Influencer Events](https://www.trendhunter.com/trends/bookworm-bash.md) - [Seasonal Book Retail Promotions](https://www.trendhunter.com/trends/indigo-black-friday.md) - [Purposeful Gifting Pop-Ups](https://www.trendhunter.com/trends/advent-of-change-popup.md) - [Library Literature Merchandise](https://www.trendhunter.com/trends/toronto-public-library-1.md) - [Mobile Reading Pavilions](https://www.trendhunter.com/trends/library-of-us.md) - [Branded TikTok Book Campaigns](https://www.trendhunter.com/trends/booktok-book-club.md)