Chaucer just doesn’t hit like he used to. Because Chaucer has nothing to do with the content kids are consuming these days. But the kids aren’t apathetic—in fact, if something strikes their fancy, they’ll stop at nothing to absorb everything about it. That includes boys, who typically fall behind in reading more than any other group of kids.
What content are boys consuming? Video games. What do video games use to create their immersive worlds? In-game books. Penguin Backstories is an opportunity for Penguin to license their books to game studios and make books relevant to the stories they love.
Art direction by me & Javed Eid.
CASE STUDY VIDEO
HOW IT WORKS
Penguin licenses their books to game studios for use in world-building, character development, and storylines.
The books appear scattered throughout the maps, where players can pick them up and read them.
The books are accessible in both the in-game menu and in the console menu for reading and for physical purchase.
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STREAMER INFLUENCERS
Penguin partners with YouTubers and streamers on Twitch to promote Penguin Backstories with author features and livestreams.
Inserting real books into an immersive story-driven ecosystem makes them relevant for kids and their friends.
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LAUNCH
Penguin teams up with the modding community to release patches in already-released video games, creating new side quests based on classic books. We tease these new quest items as easter eggs in digital, social, and OOH advertisements.
