Audible, Firstborn Bring Stories To Life With Social Media Campaign

In February, Audible, Amazon's audio producer and retailer, and digital agency Firstborn launched "Stories That Surround You," a new campaign to reach those who have never downloaded an audio book.

Now, this campaign is entering its second phase by encouraging fans to take to Twitter and Facebook to share their own audiobook experiences, submitting a picture and description of where the stories they read transported them.  

For now, the effort is seeking submissions for four of the five audiobook genres selected for the campaign -- Fantasy, Science Fiction, Young Adult and Mystery. Winning submissions will be chosen by Audible and then handed over to professional artists to bring the winning fans' stories to life through original hand-drawn illustrations.

"Naturally, each winner receives a digital image of their piece -- but many of the artists have also been very generous in sharing physical pieces," says Reid Armbruster, director, social & digital communications, Audible. Winners also receive a pair of on-ear Beats headphones.

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The entire process will be captured on video and shared across social channels. Firstborn is also shooting behind-the-scenes videos of the artists and sharing them across social throughout the duration of the campaign, which runs across Facebook, Twitter, Instagram and YouTube. Here’s an example.

"The response has been overwhelming, with hundreds of original listener stories submitted to date," says Armbruster. "But even more importantly, the creativity displayed by the Audible community has been awe-inspiring — although we shouldn’t be surprised, given that what our listeners love about Audible and audiobooks is how they spark the imagination.”

Armbruster said that the time-lapse videos depicting the winning stories have each received in excess of 100,000 views each within two days, and have reached more than three million people on Facebook.

This campaign serves as another way for Audible to reach its audience. Moreover, using social gives the brand the chance to better interact with its consumers and allow them to become part of the “Stories That Surround You” platform.

Barbara Ward Thall, SVP, global brand marketing, Audible said that “the success of the campaign has also drawn the interest of the audiobook publishing community, so we’re exploring potential partnerships.”

"The key insight is that listening to an audiobook is a truly immersive experience -- in your imagination, you’re transported to a different place, a different time, or even a different reality," says Seth Tabor, VP content development, Firstborn. "So we wanted to invite Audible’s engaged and passionate social community to share where their listening experiences transport them."


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