Lord Sugar to hold Twitter book signing

Lord Sugar to hold Twitter book signing

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.