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Razorbill launches multimedia series with 'flashsnog'
01.01.70 | Charlotte Williams
Penguin's teen imprint Razorbill yesterday held a "flashsnog" in Covent Garden to launch the paperback release of the first book in its Girl Heart Boy multimedia romance series.
The event saw a crowd of more than 50 teens gathering at midday to kiss, and release heart-shaped balloons into the sky, in return for being given free copies of the first book, No Such Thing as Forever by Ali Cronin, and Snog frozen yoghurt. The crowd was recruited through the series' Twitter feed and Facebook pages, as well as through Penguin's teen-reading hub Spinebreakers and teen bloggers, with the crowd arriving just before 12 p.m.
The series was developed in-house by Penguin UK's IP development team, Genesis, who worked with transmedia production company, beActive, to create an immersive brand to engage teenagers across different platforms.
The second title in the series, which follows seven teenagers in their final year at school, Rumour Has It, will be published in October 2012.