National Book Tokens is bringing back its Hidden Books quiz for a second year as part of a major festive marketing campaign.
The game, developed with agency Kitcatt Nohr, asks booklovers around the country to guess the names of books titles from visual clues.
Mike Burt, National Book Token’s marketing manager, said: “We were gobsmacked by the response our Hidden Books games received last Christmas, with over 50,000 players taking up the challenge to guess all 20 book titles. Some of the clues proved very tricky, with one lady guessing 587 times before getting them all right! This year’s competition is just as tough and will test how much of a bookworm you actually are.”
The new composition of 20 cryptic clues will appear in national newspapers and online media from next week (17th November) and run until the middle of December.
Consumers can play online at nationalbooktokens.com, with a chance to win one of ten top prizes of a year’s supply of books. There are also 50 runner-up prizes.
Last year’s campaign was shortlisted in the Marketing Strategy of the Year category at The Bookseller Industry Awards, and also received plaudits at the Direct Marketing Association Awards and the Campaign Media Awards.
The campaign will promote Caboodle, the rewards programme from National Book Tokens, which offers members benefits such as free Penguin books, competitions, and tailored local offers. Since launching last October, Caboodle now has 150,000 members.