Back in September on National Read a Book Day, The Wild Detectives quietly launched a clever campaign. As you scrolled through the indie bookstore's Facebook page, you'd be treated to articles with titles like "Teenage girl tricked boyfriend into killing himself" and "When it's OKAY to slut shame single mothers."
If you opened one of these articles despite the clickbaity headline, you'd be brought to a blog post that featured the classic, copyright-free novel in its entirety. "Teenage girl tricked boyfriend into killing himself" would bring you to Romeo & Juliet, "When it's OKAY to slut shame single mothers" was actually a link to The Scarlet Letter, and our personal favorite, "British guy dies after selfie gone wrong" would treat you with The Picture of Dorian Grey.
Combining the words "literature" and "clickbait," employees at The Wild Detectives came up with the word "litbait" to describe their trolling technique. They recently released a video sharing their creative campaign and its results.
Facebook engagement on The Wild Detectives' page increased by 150 percent and its site had a 14,000 percent boost in site traffic, according to the video.
"'Litbaits' gave classic tales a modern twist to troll people into reading. You fell for the bait, now fall for the book," the video concludes.
Maybe this campaign will encourage people to spend less time reading clickbait on their news feeds and more time reading books.
(H/T: Design Taxi)