Chirù, the latest novel by italian writer Murgia, has set the point for digital strategy applied to literature, and can be a useful example for every product or service.
Released on November, 10th, for the first time in Italian literature, a book had aprequel on Facebook.
The main character is Chirù Casti: he was born in late summer on a digital page, grows via real interactions with 6000 engaged followers and, after the book release, continues to live both on paper and on Facebook.
Through its page, we can talk to him, see bars and gigs he went to, know his friends, send him gifts and ask him how he is going.
In this way, the audience can choose to get involved:
– Unidirectionally: Book -> reader and Facebook page -> player.
– Bidirectionally: thanks to a conversation on Facebook.
The author gives us not only a great novel, but also an “augmented” character: we could meet and talk to him before the release, going deeper during the reading and further after its ending, with interactions on Facebook.
This mode breaks the pact with the reader, makes real interaction with a fictional character that interacts with us by a digital – and real – tool.
This example offers two takeaways:
1. real vs. digital world: does this distinction still makes sense ?
Is maybe better to talk about augmented reality and hyper-reality?
I believe it’s wrong to think that digital is something else, that does not concern us or that concerns only the insiders. Digital is just another form of reality.
2. cross-media: having a good starting point, one medium allows you to do a good job, more integrated media create a holistic and organic system, where the whole is greater than the sum of the parts.
So, let’s integrate media, augment products, services & characters and build a better experience.
Our audience will thank us.