Digital: Penguin creates teen site

Publisher Penguin is launching a branded online social network for teenagers, to encourage them to read more books.

The Spinebreakers online community will be run by a group of nine teenagers aged between 13 and 18, who will oversee its content and edit short stories uploaded by users.

The portal will also feature pre-publication excerpts from novels including Kevin Brooks' Being: Can You Escapee from What You Really Are? and Nick Hornby's first for teenagers, SLAM. The book follows a skateboarding-obsessed boy whose life is turned upside down after his girlfriend becomes pregnant.

Online advertising and cross-promotional activity will drive traffic to the site, where users can post views on SLAM, share similar experiences or access clips from an audio version.

The book publisher has partnered with youth marketing agency Livity to launch Spinebreakers. The site's teenage editors will work with journalists and authors to select content, as well as web designers from The Planet to influence its look.

Penguin is launching the portal in response to research that showed three in four teenagers garner information about books online. More than 40% of those surveyed never visit chain bookshops, 68% never visit independents, and 70% said they would read more online in future.

Penguin's other recent online activity has included a scavenger hunt to support the launch of The Malice Box, a supernatural mystery set in Manhattan.

'The Quest', which draws on themes from the book, sets players of the game the mission of saving the world from eternal damnation by solving a series of puzzles and cracking codes.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer