Gamifying the audio
For the last decade, Audible - the leader in spoken word content - has been advancing interest in audio storytelling. With consumer interest at an all-time high, Audible came looking for ways to engage with new audiences and create impact on a large scale. That was music to our ears.
Listening to an audiobook is an individual experience. But certain book genres - like comics - have a passionate fan base that transcends the individual experience for one of community and camaraderie. We believed that bringing Audible to a loud, bright, stimulating and social event associated with such a genre - like Comic Con - would give us an opportunity to leverage a unique activation to spark interest among a new audience.