Published by Macmillan Children’s Books on Thursday 13th February, Tom Hoyle’s compulsive new novel, Thirteen is a tense thriller about a boy targeted by an evil cult that believes boys born at the stroke of midnight on the millennium must die before the end of their thirteenth year.
Collaborating with BAFTA winning creative agency Ralph, Macmillan Children’s Books have created a ground-breaking interactive Instagram campaign where players become the book’s hero, Adam, in a thrilling ‘choose-your-own-ending’ game – which launches today.
Using Instagram’s new “tagging” functionality in a way which has never been done before; Macmillan and Ralph have created an experience that lets players intuitively navigate through a stylised narrative making a series of life or death choices to mirror Adam’s struggle in the novel. The Instagram adventure was co-written by Thirteen author Tom Hoyle to capture the novel’s tone and put players at the heart of the action.
The Thirteen adventure culminates with a number of Instagram video outcomes, depending on whether the user survives… or perishes. There are two successful endpoints, with users either receiving a competition code to be entered on www.mykindabook.com/thirteen for a chance to win an iPad Mini and also where they can also explore more Thirteen-related content; or a discount code for redemption against copies of Thirteen with Waterstones.com.
Amy Lines, Marketing Manager for Macmillan Children’s Books, comments: ‘Teens are looking to the world of social media to provide them with pleasure and entertainment. By using Instagram as a story-telling platform in this innovative way, we aim to spark conversations about Thirteen amongst peers in a way that is visually stimulating, gamified and shareable.’
Join the adventure now on Instagram @thirteenbook
Your days are numbered.
Thirteen year old Adam is being hunted by a cult intent on sacrificing him before he reaches his fourteenth birthday.
Twelve other boys, all born at the same moment as Adam at the stroke of midnight on millennium eve, have already been killed, but the murderous cult leader, Coron, will not rest until number thirteen has been sacrificed to ‘the master’.
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