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Last week a man got locked in a central London Waterstones bookshop. In an attempt to break out of his book-bound incarceration, he took to Twitter to contact @Waterstones.
His tweet sparked a hilarious conversation on the social network as more and more joined in to see what fate would become of the ‘#waterstonestexan’.
Following the incident, AirBnB approached Watersones with an idea to offer book lovers the opportunity to purposefully spend the night in the bookshop. Clever huh!

Another great reminder that it pays for brands to actively listen and to be category & channel agnostic to find new ways to connect with people.

See you on twitter, facebook, LinkedIn, SnapChat, Instagram!