To mark the publication of Spiders, the follow up to Tom Hoyle’s debut YA novel Thirteen, Macmillan Children’s Books and BAFTA winning creative agency Ralph have once again teamed up to launch another digital first on Instagram, this time gamifying the video functionality.
In Spiders, the web is closing in on Adam and his friends, as the cult of Coron tap into the teens’ darkest fears to draw them into their terrifying plans. #FindYourFear teases out themes from the book, providing the user with an unsettling prediction. By following the @spidersbook account, users are asked to pick a tile bearing an image of a phobia which leads to a rapid-fire video. When the user taps the screen, the image reveals a prediction and generates a shareable quote to #regram to followers.
Macmillan and Ralph are working alongside influential bookstagrammers and lifestyle accounts, including Carrie Fletcher and Nik&Sam, who between them have 127,000 Instagram followers, to further seed out the messaging and to maximise shareability.
Kat McKenna, Marketing Manager, 6+ at Macmillan Children’s Books says:
“Following the success of our campaign for Tom Hoyle’s debut novel Thirteen, we knew that there was an appetite online for young adult books and interactive campaigns. Instagram has proven to be particularly engaging in this age group, and we think the #FindYourFear fortune-teller is a great way to launch Spiders. The themes in the book lend themselves perfectly to a highly shareable social media campaign, and we’re excited to unleash fear across the web…”
Chris Stack, Creative Director at Ralph says:
“Much as we reinvented choose-your-own-ending style books for Instagram with the Thirteen campaign, this time around we wanted to see how those paper fortune tellers might work socially. Teenager’s Instagram accounts are awash with life affirming quotes and regrams. We wanted to capitalise on this behaviour, but give it a darker twist befitting the book. #FindYourFear brings this to life on Instagram and provides our audience with something gamified, fun and shareable to do on one of their favourite social networks.”
Take part by following the @spidersbook Instagram account. Spiders published on November 6th, 2014. Available in paperback and ebook.