You Should Read a Book

"You should read a book" is a common insult on Twitter. Regardless of the intent, we agreed. Everyone should read more books. But "You should read a book" doesn't leave recipients with any direction, so we targeted tweets that received a response with the words, "You should read a book.". Then we responded with our own book recommendation, based on the original tweet's content, with a link to the book on Penguin's site. Then, we created a page on Penguin's site where people who would otherwise comment with "You should read a book" could input a tweet's URL to find the perfect recommendation with a link to the book on Penguin's site.