Imaginaria - Check In At Imaginary Place

Objective

Livraria da Vila, a leading Brazilian bookstore chain, needed to strengthen its connection with reading culture and drive store traffic by leveraging social networks. The campaign aimed to transform the abstract love of reading into an engaging, location-based social experience that would convert digital engagement into retail visits and purchases.

Solution

Imaginaria is a free iOS and iPad app, created by ad agency JWT (Brazil), that gamifies literary discovery through social check-ins at fictional places referenced in books. Players earn points by checking in to locations that exist only in literature, with points accumulating based on books read and check-in frequency. The app features an XP-based ranking system showing user levels and friends' progress, an activity feed for viewing and commenting on friends' check-ins, and lets users add new literary locations and books to the database, browse book pages, and purchase books directly within the app. Users can also collect achievement badges and share them on social media, and integrate social sharing via Facebook and Twitter. Accumulated points can be redeemed for discounts at Livraria da Vila physical stores, creating a direct bridge from digital engagement to retail conversion.

Results

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