Book it: a scavenger hunt on social media

Church Street Coffee and Books co-owner Carrie Rollwagen
shares a scavenger hunt clue through a photo
posted on the store’s Facebook page.

Business owners who not only use social media but also add creativity and excitement to it can be a rare breed.

My friend Carrie Rollwagen found a great way to promote World Book Night as well as a culture of reading and her bookstore, Church Street Coffee and Books: a social media scavenger hunt.

This week, the Birmingham retailer is giving away books at other locally owned stores, kicking off the contest on its blog. The staff shares clues on their Facebook and Twitter (@81churchstreet) accounts.

Clever partipants who use the clues to visit the correct locations will receive free books and vouchers for other giveaways.

Plus, the store itself is offering mystery discounts and prizes through a unique plan: Customers can scan books on the shelves with smartphones to uncover the discount (10 percent to 50 percent off) or a prize (free coffee or cookie).

The promotion has earned media and blog coverage.

Church Street built the event around tonight’s World Book Night, an annual worldwide giveaway of classic and modern books by volunteers. (I’ll be giving away free copies of “Moneyball” this morning at 8:30 a.m. at Urban Standard downtown and tonight at 5 at World of Beer on Southside.)

• Stories in al.com | Head/Subhead | Village Living | Weld for Birmingham

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