Black books: Penguin microsite puts readers in a literary spin

The microsite fronts Penguin’s Little Black Classics campaign, where it is offering a collection of 80 iconic titles for £0.80 (€1.10, $1.23) each. Visitors to the website can drag a penguin icon around 80 points on a wheel, each point representing a famous title in the series. The site also lets people spin the penguin at random so that they can discover a new book by chance. There is the option to click through to Amazon or Foyle’s bookshops to order the book online.

‘How do you make something different and interesting, yet useable, which enables you to get random content as well as the content you want, and at the same time display necessary information such as the author and the title?’ asks website designer Mathieu Triay.

Bored by the predictability of the online world, consumers increasingly want experiences that are serendipitous and intuitive. For more, read our Awakening Tech macrotrend.