What happens when you combine classic literature together with Google Earth, Blogging, Twitter, and a splash of alternate reality gaming? Well, you get Penguin’s uber cool new campaign “We Tell Stories”.
Penguin are no longer simply telling stories in books, they are telling stories across a multitude of media platforms in a unique and immersive storytelling experience. Probably a good example of transmedia storytelling.
Six top authors are re-writing popular Penguin classics, but with today’s media mix culture in mind.
The third story “Fairy Tales” is not any old fairy tale; it is in fact your very own fairy tale. You pick the characters names, and choose their paths, and once complete you can even write your own epilogue. I imagine this is fitting for a slightly younger audience – who frequently fight their own battles for expressive freedom and for the right to play with technology.
The next three stories are available over the following weeks. Look out for the next story 7th April, based on the classic Thérèse Raquin.
The final leg of this campaign is a secret [or not so secret?] seventh story featuring “a vaguely familiar girl who has a habit of getting herself lost.” Intrigued? I am. This is where it gets really exciting. What’s most exciting about the final story, is that it will break beyond the browser and clues will appear online, but also in the real-world. Yes, the real world is waking up. I imagine this will be high-involvement, but players they will have the chance to win some big prizes, including over £13,000 worth of the greatest books ever written. Steep reading…
It’s great to see brands engaging in new and exciting ways. A brilliantly entertaining campaign. As ever, the forums are going wild with speculation – everyone knows something, no-one knows everything – so they all share together and collective intelligence emerges.
Penguin have developed this campaign in partnership with alternate reality games company SixtoStart [creators of the popular ARG Perplex City]. They have hinted we need to “look out for the bunny”, whatever that means…