Behind the Buzz - digital and interactive advertising and marketing

Can You Twist

by Rachel on July 30th, 2008

Here’s an interesting story telling event from South Africa. Can you Twist is being run over 6 weeks, each week you get a different author, some of SA’s top female writers/bloggers, telling their tale that ends with a real-world event. You can sign up to their Facebook group to get clues to where the event will take place. Gottlieb, who sent me the tip, also sent the photo of one of the events, a guerilla gardening planting on the side of the road.

Each event gives clues to send you back to the Can You Twist site. The stories are running as part of a competition, with the writers in the running to win R10,000 for the one that gets the most votes.

But one thing the site does not have any information on at all, is who is paying for this. Book SA asked the question and got this back:

Reply from info@canyoutwist.co.za: Thank you for your interest and we would love the publicity. At the moment we would like to focus on the stories, and keep the back stage details hush-hush for now. We will reveal all of the details when it ends but for now we are focussing on the writers and their stories.

So this is a campaign to raise awareness and curiosity before the big reveal of who’s paying. A different tactic from Six To Start’s We Tell Stories, which was also based on 6 authors over 6 weeks telling online stories but that was obviously from Penguin. For a brand, I tend to prefer the latter approach; I find if there is a big reveal you can’t help but be disappointed as it’s never as good as you expect. Book SA has a lot of speculation about who is behind it, none of the conclusions are particularly exciting.

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POSTED IN: Alternate Reality Experience, Engaging the Customer, Event Marketing, Integrated and Transmedia Marketing, Outdoor Advertising and Experiences