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Ant and Dec mark new book launch with ‘Twinterview’ initiative

Ant and Dec mark new book launch with ‘Twinterview’ initiative

TV stars, Ant & Dec are to launch their new book with their first “Twinterview” – Twitter interview.

The comedy Geordie duo will take-over Waterstone’s Twitter account (twitter.com/Waterstones) for one hour today (September 17, 2009) at 3pm to promote their new autobiography, ‘Ooh! What a Lovely Pair: Our Story’.

Ant & Dec will answer live questions from fans and pre-Tweeted questions to the Twitter ‘hash tag’  #AntnDec.

The waterstones.com homepage has featured a banner ad that promoted the Twinterview during the past few weeks.  The ad also acted as a call-out to fans to Tweet their questions.

The Twitter campaign is supported by a YouTube-hosted video of Ant & Dec answering questions posed by Waterstone’s customers. ‘What you want to know about Ant & Dec’ goes live today (see video below).

Waterstone’s was an early adopter of using Twitter as part of its digital marketing armoury following the appointment of ‘Uptimisation’ marketing agency, I Spy in October 2008.

“Waterstone’s is a retail pioneer when it comes to adopting and successfully utilising social media tools to boost sales and brand awareness,” said managing director of I Spy Digital, Nick Jones.

“The Ant & Dec Twinterview is another example of how I Spy has helped Waterstone’s utilise social network platforms as an effective marketing channel.”

‘Ooh! What a Lovely Pair: Our Story’ includes behind-the-scenes anecdotes from every stage of Ant & Dec’s careers, from bad rap and stunts gone wrong to schoolboy pranks and off-screen antics.

See the ‘What you want to know about Ant & Dec’ video below.

AJR

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