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Macmillion launches 24hr Valentine's campaign at Piccadilly

Macmillan is promoting Chelsea Cain’s new book Sweetheart on London’s premium digital LED screen – Piccadilly Lite - via a 10 second spot that will appear 30 times an hour over 24 hours on Valentine’s Day.

Booked through Clear Channel Outdoor’s Pinnacle division, the ad invites consumers to “TEXT SWEETHEART to 82100 for bonus content and 50% off.”

Those that text in will be taken to a mobile mircosite where they can interact with the novel and the author. Options include – read an extract, see author interview, download screen savers of Chelsea Cain’s book jackets and also receive a 50% off voucher to purchase Sweetheart which they can redeem at any Borders store or via

The Piccadilly Lite digital LED screen, which measures 23m by 2m, reaches a young, affluent audience in excess of 2.2m per fortnight, and on Valentine’s Day this Saturday, will be one of the busiest sites in London.

According to, Ellen Wood at Macmillan: “Traditionally Pan Macmillan publishes Chelsea Cain’s paperbacks in February around Valentines Day as her series focuses on the uneasy relationship between troubled Detective Archie Sheridan and the beautiful serial killer Gretchen Lowell. 

"The Piccadilly Lite spot gives us the opportunity to project the Chelsea Cain brand to a wider audience with a menacing Valentine’s Message that will attract attention before encouraging interaction between the consumer and the book by directing them to a mobile microsite. Created by Que Pasa this site will also provide us with data capture that we can use for future promotions.”


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