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Lord Sugar to hold Twitter book signing

28.09.11 | Charlotte Williams

Pan Macmillan is to hold the world's first live Twitter book signing to launch Lord Alan Sugar's book The Way I See It: Rants, Revelations and Rules for Life.

The signing will be held on www.lordsugar.tv at 1pm today (28th September), with Sugar also asking his million-plus Twitter followers to tweet their rants at him, using the hashtag #thewayiseeit.

Sugar will then choose his favourite rants and read them aloud over the web TV station, with each chosen ranter then receiving a signed copy of the new book.

Ellen Wood, senior marketing manager at Pan Macmillan, said: "Lord Sugar used Twitter from the beginning of the process of writing The Way I See It, asking his followers what subjects they would be interested in hearing from him about and he also crowd-sourced the final jacket decision. [Creative agency] Guided provided the perfect vehicle [for us] to continue to engage with his huge social media presence."

The book will be published on 29th September as a £20 hardback. Creative agency Guided Collective conceived the campaign in collaboration with social media company RAAK.

• Charlotte Williams
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• Pan Macmillan
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