On the 28th of September we went for an ambitious take on a book signing with none other than Lord Sugar. Take a look at the video to get a peek at the action. A lot of credit has to go to the lovely people at Pan Macmillan (the publishers) for taking the brave choice to go with this idea and divert resource from a traditional poster campaign into making it a reality. The big result: getting the title of the book #thewayiseeit trending globally at position 1 for over 20 hours with some 350,000 tweets.

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