Borders taps Twitter for 'Lost Symbol' treasure hunt

ANN ARBOR, MI: Borders is using Twitter to build buzz around the much-anticipated new book from Dan Brown, 'The Lost Symbol.'

ANN ARBOR, MI: Borders is using Twitter to build buzz around the much-anticipated new book from Dan Brown, The Lost Symbol. A Twitter Treasure Hunt, which takes place from September 15 to 24, allows customers to get online clues and search for "The Lost Symbol Golden Tickets" in Borders and Waldenbooks stores nationwide, which customers can turn in for signed copies of the book.

"More and more we're getting involved in doing these giveaways on Twitter," said Mary David, a PR manager for Borders. The company has done Twitter promotions in the past for the movie 9 and book series Hunger Games. "This is a channel that we're beginning to use pretty aggressively."

Borders has been on Facebook and Twitter for a while, as a way to reach out to customers where they are, Davis said. The company handles its social media outreach in-house, with teams coordinating Twitter posts with messages on various Facebook pages, including one for young adult readers and one for teachers.

"We understand our customers are on various channels, not only buying books, but also learning about books and authors and information surrounding those two things," Davis said, adding that the campaign did not incorporate traditional outreach beyond a press release. "This is so organic in nature that we're really trying to see how it takes off on Twitter, to see the kind of response that we'll get."

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