When we we’re asked to advertise a book, we ignored it. Since we read more than ever (but not necessarily hardcovers), we advertised the story instead.

Three months before Emma Ångströms debut novel Och allt är förvridet hit the bookshelves, we invented the micro edition.

Och allt är förvridet is a psychological suspense novel about the jealousy and power play that characterizes a destructive relationship. In the micro edition of the story, the relationship between the main characters Mina and Erik deepens as they publish their experiences in more than 1 500 Twitter posts during the course of one whole year, parallel with the events in the book. You can read the micro novel on your mobile phone, your computer, together with the hardcover or separately. Our ambition is to explore new platforms for storytelling and, with the help of those, reach new readers. The fact that people are talking about it and the daily SvD writes essays on the subject show we are on the right track so far.

Since the micro novel gives the book an added value, it is more a gift than it is advertising.

Giftertising?