Putting the book in Facebook

Putting the book in Facebook

To get kids reading, M&S has launched an interactive contest using Facebook and Google Maps for an adventure in geocaching – using GPS to find hidden trinkets. By week two, the Facebook group had attracted 154 members.

The contest is designed to build buzz for Toronto-based McClelland & Stewart’s release of The Frozen Thames by Helen Humphreys, which consists of a series of vignettes about the 40 occasions when the River Thames completely froze over.

M&S COO, VP and associate publisher, non-fiction Susan Renouf says, ‘We knew that if this unique book was going to catch the attention of the young web reader, we would need something more innovative and exciting than we had imagined before – something as daring and original as the book itself.’

The idea for QuestForTheIceFox.com comes from a scene in which a fox is hunted on the ice. Every Monday for eight weeks, a clue is delivered via the Quest for the Ice Fox Facebook group, which then drives the user to a Google Map, starting at the River Thames. To solve a clue, participants must use math skills to find the next week’s location and, ultimately, the Ice Fox. The first user to find it wins a $2,000 travel voucher, and five runners-up each get $100 worth of books.