Lord Sugar / Guided Collective

Lord Sugar's live streamed Twitter book signing

Create mass awareness of Lord Alan Sugar's latest book, The Way I See It through social media.

We helped conceptualise a live Twitter signing to maximise awareness of Lord Sugar's new book.

The signing was live-streamed. Lord Sugar reacted to tweets and responded to those he liked by signing and dedicating his book to lucky Twitter users.

RAAK built the site and was handling the massive traffic peaks during the live event.

So popular was the campaign that it trended for almost 24 hours and racked up 350,000 tweets in that time. That is bang for your buck that even hard-to-please Lord Sugar could appreciate.

The innovative concept won a Guardian Award for Digital Innovation in 2012.

The Wall Blog: Lord Sugar racks up 350,000 tweets in 24 hours for his Twitter book launch