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Lord Sugar’s book enjoys successful Twitter launch event

By Jack Adams

Bundled newpapers

Combining Twitter marketing and the use of online video, publisher Pan Macmillan were able to gain an audience, estimated at 10 million, for the launch of Lord Alan Sugar’s latest book, according to an article published by New Media Age.

To promote Lord Sugar’s latest book, entitled “The Way I See It”, the publisher encouraged people wanting to get their copy of the book signed to Tweet with a Lord Sugar-styled boardroom rant – finished with the hashtag #thewayiseeit.

The best rants were read aloud in Tuesday’s (27 September) live video stream. 

Enticing a huge amount of interaction, the event drew in excess of 350,000 tweets and 100,000 live stream viewers.

Pan Macmillian stated that the reason behind utilising Twitter for the launch was partly because of the role Twitter had played during Lord Sugar’s writing of the book.

Senior marketing manager for the book publisher, Ellen Wood, stated: “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.”

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