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Case Study

Amazon Books Billboard Extends Editorial Picks to Millions of Social Users

Amazon Books Billboard Extends Editorial Picks to Millions of Social Users

Amazon Books Billboard Extends Editorial Picks to Millions of Social Users

Outfront Media
Pages 3 Pages

Amazon Books used a New York City digital billboard to showcase editors’ picks and chart-leading titles from August 3 through September 27, 2020. The display turned selected book covers and editorial recognition into a prominent public moment for authors, many of whom photographed or reposted their appearance on the billboard. This sharing extended the campaign from an in-real-life placement to online audiences, creating an effective IRL-to-URL connection. According to the case study, related social posts potentially reached more than 1.96 million people on Twitter and over 12.4 million on Instagram. The activation showed how rotating recommendations on a high-visibility digital canvas could celebrate authors, reinforce Amazon Books’ editorial role, and generate broad organic attention acr

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