Russian Bookstore Encourages Reading With URL Lengthener

A Russian bookstore has taken the idea of URL shorteners and used it to promote full-length literature, in a campaign through Havas Digital in Moscow. Respublica is encouraging its customers to share web pages using a URL "lengthening service," urliteratu.re, which will embed excerpts from books in the links, encouraging friends to click further and perhaps buy the book as well as looking at the web page linked to. The campaign is designed to encourage young people, who are obsessed with shortening everything, to thnk about reading more full length literature.

Previously, Forsman & Bodenfors had created a URL expanding campaign for Sveriges radio, in an effort to promote the company's newly expanded name.