Lord Sugar promised a Twitter first with the arrival of his new book and he delivered it as he staged what was dubbed the world’s first live Twitter book signing to launch ‘The Way I See It: Rants, Revelations and Rules for Life’.
The hashtag trended worldwide in the number one spot over 20 hours; saw around 350,000 tweets with the hashtag #thewayiseeit over the course of 24 hours; and over 2,500 rants directly to Lord Sugar.
Of course, it helps if you have some celebrity Twitter friends and Lord Sugar does have one or two of those. The #thewayiseeit was tweeted by the likes of Rio Ferdinand, Piers Morgan, Chris Moyles, Peter Jones with a reach well into the 10’s of millions in terms of Twitter followers.
This has to be one of the largest launches of a book using social media yet staged, surely?
Clearly the Sugar team had been planning this for a while as the event was the culmination of a long Twitter process that had seen Lord Sugar ask his followers what subjects they would be interested in hearing from him about as he worked on the book. He also crowd sourced the final jacket decision.
The Twitter event was staged by creative agency Guided Collective, which devised the Twitter-centric strategy alongside publisher Pan Macmillan to marry the launch activity to the theme of the book, which is a candid take on modern life from the nation’s favourite straight-talking TV businessman containing his rants and revelations about key topics of the day.
Lord Sugar kicked off the event by inviting his million-plus Twitter followers to tune in to www.lordsugar.tv at 1pm, which resulted in around 100,000 people watching with many requesting a virtual signing like: GrgDvs: ” Just been told my free signed copy of #thewayiseeit is in the post! thanks @Lord_Sugar I look forward to reading it”.
Sugar also encouraged followers to get involved by tweeting their own rants at him, incorporating #thewayiseeit.
At on the lordsugar.tv site the #thewayiseeit tweets appeared alongside a live stream of Lord Sugar signing copies of his book assisted by Nick Hewer, his long-standing sidekick who appears with him on ‘The Apprentice’.
Lord Sugar said: “I get a lot off my chest on Twitter and find it a useful tool but it was great to be able to move beyond 140 characters to write about my likes, dislikes and opinions in the new book. Twitter is a great way for me to communicate directly with the public and it will be interesting to see what they have to say at the book signing.”
Social media specialists, RAAK also worked on the campaign.