Each reader brings a unique interpretation to a book. That was the thinking behind Romanian agency Mercury 360 in its social media campaign for niche publishing house Vellant. For one of Vellant's new releases, the agency distributed pages of the book online, asking Facebook friends and opinion leaders to provide his or her own interpretation of the story. The re-interpreted pages were later compiled into a book with 186 co-authors, finally revealing the names of the book itself and its main scribe.
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