Our media-first Metro activation in China started with a teaser to invite consumers to submit their favourite booklists for the chance to win a Kindle.

Weeks later, a giant physical library appeared overnight in Shanghai’s biggest metro station,

housing over 2000 paper books from consumers’ top picks - just like Kindle holds digitally.

Passers-by were stunned by the visual centrepiece, their curiosity immediately generating huge amounts of social media buzz.

Not only were consumers able to see the volume of content a Kindle could hold, they could also scan QR codes to purchase e-books on display or the Kindle itself

? Our campaign wowed our book-shy nation and national media, quickly becoming a ‘hot topic’ on social media and gaining an earned media value of US $1.26m (ROI 405%)

? Searches for ‘Kindle’ increased 30% on Baidu mobile and 104% on Taobao

? 43,000+ unique visitors to the competition website (20% driven by the OOH activity) and 7,200 booklists submitted

? 660,000+ visitors to the ‘Kindle Mobile Library’ and 20,000+ interactions

? Countless posts and tweets and 10,935 new fans gained (6x of natural growth rate), on Wechat

? Buzz volume for Kindle reached a year-peak, with 69% positive campaign sentiment (Nielsen)