LITERARY MIXTAPES
For Penguin Books
How can we speak in volumes to captivate Gen Z readers?
Despite digital distractions, Gen Z still appreciates analog experiences. With heavy reliance on technology, our interactions with media have greatly shifted. And for Gen Z, music is an integral part of their identities. With Literary Mixtapes, we want Gen Z to have a more immersive connection with reading.
THE ASK:
Fire up Gen Z through Penguin merchandise.
TRUTHS:
Penguin already has a large range of items to appeal to older readers.
Gen Z is unlikely to have the same nostalgic connections as their parents and grandparents.
INSIGHT:
The aesthetics of older items appeal to Gen Z’s desire for authenticity and uniqueness in an era of digital perfection.
STRATEGY:
CURATE FUN, SHAREABLE CASSETTE TAPES FOR GEN Z READERS.
A curated list of unique playlists from Penguin's most iconic literary figures, delivered via today's coolest media comback: the cassette tape.
Social Polls
Penguin will post Instagram polls to find out who's mixtape their audiences want to hear next.
Who’s up for the next mixtape?
Redeem your code inside the cassette tape.
Read your favorite Penguin stories while listening to the character's playlist!
The Drops
Literary Mixtapes are dropped at relevant music venues and shows.
Share your music journey with literary legends!