Sainsbury's is following up its delightful romp of a Christmas ad with a social media campaign to crowdsource clips of people reading the book tie-in, "Mog's Christmas Calamity" aloud to their kids.
The Storytellers campaign, promoted on social media, invites people to upload video of them reading the story, which was penned by "Mog" author Judith Kerr specially for the advertising campaign. If they don't own a copy of the book, they can even read from it online.
The best clips submitted by Dec. 17 will be compiled into a new online film, and the winners will also receive a goody bag and copy of the book.
The books went on sale in Sainsbury's stores last week for three pounds, and all proceeds are being donated to a Save the Children campaign for child literacy in the U.K.