Kindle Read to Lead
– School Activity Service to encourage the habit of reading amongst kids
– 250,000 kids across 500 schools
– 10 cities
Kindle, a popular e-reading device, by Amazon has always strived to ensure that the love of reading is not just something they talk about but something they live by.
Amazon Kindle teamed up with Victor Tango, one of the leading school event agencies all over India, and curated a campaign called “Read to Lead”
Read to Lead is a multi-level contest campaign which included an individual reading competition, an inter class book look contest and a monthly book quiz which was taken forward by the school librarian to ensure kids engagement. Kids could choose from a wide selection of books and prepare a piece for the competition in this school activity. As a part of kids activation, they would not just read but they could also dress as the character they were representing.
The school activity not just created an avenue for the kids to showcase their reading skills, it also proved to be an effective tool for marketing to kids by leaving behind a very positive brand image of kindle amongst the kids and the teachers.
Thus this activity is a perfect platform for brand activation services as well.