See it live

Interactive User-Generated Product Experience

Challenge

Chapters Indigo Books & Music was looking to accomplish two things late in 2011; introduce an entirely new line of lifestyle products, and galvanize their consumers as the holiday shopping season approached. The experience had to be fun, it had to surface the new products and get users interacting with them, it had to carry a massive incentive for engagement, and it needed to tie into a revenue objective for Q4.

Solution

The Bookshelf Creator was the experience that was developed, and it hits on all of the high-level program objectives. Consumers construct their own virtual bookshelf - editing colors, textures, shapes, and backgrounds - and then fill it with Indigo products ranging from individual book titles to clocks to eReaders. New items unlock at different Like thresholds (e.g. a best selling book may unlock after 50 likes of the product), and new tiers of products unlock each week to encourage consumers to check back often and re-engage with their bookshelf. Each item can be added directly to a shopping cart on the client's website, meeting their revenue objective, and at the end, a few lucky Indigo fans will win everything on their digital bookshelf!

Results

In the first week, thousands of bookshelves were created, and over individual products had garnered over 20,000 Likes, each of which pushed a story out to that user's newsfeed. Better still, 25% of the Like stories resulted in new users coming into the experience.