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BooksActually wanted to spread the word about their upcoming sale, a simple 25% discount storewide. To entice jaded consumers, we came up with a different angle. Instead of giving away 25% of the price, we’d give away a quarter of each book.

We created The Book Quarter, a pop-up site where you could read books for free — but only a quarter of each book. Just when they are hooked on the story, readers are cut off at the 25% mark and prompted to buy the other 75% of the book. After all, nothing is quite as compelling as a cliffhanger!