To recognise this ambitious project, we partnered with Penguin, the UK's biggest publisher, giving us credibility and access to their loyal fan base. Each day through Penguin and Specsavers' Facebook and Twitter feeds, our audience were invited to guide elements of the story using the hashtag #ChooseThePlot. Social ads were used to find those in our target demographic, an interest in reading or using devices such as kindles or iPads for reading.

The submissions curated by three Penguin authors and the outcome was the world’s first branded crowd-sourced novel, released through Amazon and iTunes.

The book was downloaded over 10,000 times, 50 times more than the average crime fiction novel, and hitting the top 40 most downloaded on the Amazon chart.

Over 122,000 Facebook and Twitter users contributed to the story, generating 30 million impressions in Twitter alone.

#ChooseThePlot drove association of Specsavers with key reading terms up by over 500%, ensuring standout in this critical window.