Searching for a Common Language

2014 was a challenging year for internet businesses in Russia. New legal restrictions, criticism from authorities, and negative media commentary were all constants—and Google Russia was working hard to chart a way through the storm and convince Russians that a global search engine wasn't a threat to its culture and language. We wanted to unite all the different worlds: the Web, the government and Russian culture – and show how the Internet can protect and preserve Russian heritage.

We found our creative solution in classic Russian literature. Russia had a great literary tradition, but the classics had lost their popularity and relevance with new generations. We realized we could possibly revive interest by bringing them into the Internet age. Our idea would be a true first: we’d stage the first live, continuous, online reading of a famous Russian classic and attract Russian speakers living all over the world. As the focus of the pioneering project we chose none other than Anna Karenina, by the renowned Leo Tolstoy.

On October 3, 2014, we launched Karenina. Live Edition, a marathon 36-hour reading of Anna Karenina on Google+ and YouTube. Karenina. Live Edition engaged 700+ Russian-speaking readers in 13 time zones, taking turns reading excerpts from the book. The live streaming event drew 3 million log-ins from 106 countries, 70,000 subscribers to the Google+ project page, and 6 million views of the project videos. The record-setting feat was covered in more than 1000 media articles, generating increased book sales and a surge in Google searches of Anna Karenina. Worldwide “Karenina” search queries have spiked 300%, and in Russia, more than 400%.

An Homage to the Power of Great Literature—and the Internet

The readings began Oct 3, 2014. Each hour, several venues from different locations around the world (between three to seven different locations in 13 time zones) were connected via Google+ Hangouts and live streamed on YouTube. When one reader stopped reading his or her three-minute extract, they were immediately followed by a reader from another venue. It took about 36 hours to read the book. Not only Russian venues were connected to the live stream, but also ones from the United States, the United Kingdom, Ireland, South Korea, France, Israel, and a host of other countries.

Among the readers were the Russian President’s Press Secretary Dmitry Peskov, Press Secretary to the Head of the Government Natalia Timakova, Russia’s Minister of Culture Vladimir Medinskiy, popular Russian actors, sports figures, singers, bloggers, and others.

All the videos were later united on the project website to become a permanent exhibition.

Before the start of the live continuous reading, we organized a press conference that was attended by more than 70 Russian and international journalists, including 17 TV crews representing every national Russian channel.

Karenina. Live Edition has revived interest in classic literature, and technology has united the world over literature. The initiative resulted in:

• 3 million+ logs ins to the live stream

• 6 million+ views of the project videos

• 106 countries watching the reading marathon

• 1,000+ media articles all over the world, including 50+ TV news stories

• 70,000+ subscribers to the Google+ official project page

• A spike in book sales of Anna Karenina

• A new Guinness Book of World Records category and record

We understood the project’s full cultural impact when a colleague reported overhearing two elderly women discussing the ‘glued-to-the-screens’ generation during his commute. “They even watched an Anna Karenina reading online!” said one. “Finally this Internet thing is doing something good,” said the other.