Build a video persona of someone who has an air of mystery. He smokes a pipe, talks in riddles, seems wise and at the same time whimsical.
He will do a video (series) about a brand. He’ll start with a puzzle. The first to solve it gets a prize (provided by the brand.) After a while (1 day, a week, etc.) he’ll do another appearance where he’ll try and help (again with a riddle), and so on until someone finds out who the brand is.
The first to find out gets a big prize. Anyone who tried participated in a raffle for other prizes. Anyone who shared commented, etc. also enters a raffle for more prizes. The more you participate, the more chance you have to win something.
Then he’ll do another series for a different brand, and so on.
To engage the visitor and on the way offer him opportunities to buy, and make sure they have fun and leave with good memories. The last impression before they leave is the most important, so this will help them remember you fondly.
When he enters the store, give him a small card with a good headline selling the first step, something like “You already have a surprise waiting for you. Just find our blue shelf.” There he’ll find the next step, maybe “The surprise is in our best selling book. You have two tries to find it. It’s on this shelf.” Inside the book there is a coupon and further teaser instructions (like: “If you want more on this subject, we have another surprise, go to our games section and look for the clue.”) Don’t only use coupons and discounts, do a raffle, give them a chance to pre-order something, just give them a small gift etc. also tell them they can ask for help from your staff.
Build a game around each chapter of the book. For instance, after reading the first chapter, the reader has to realize what is the most important word, sentence, concept, etc. in that chapter. He then has to communicate this (website, email, SMS, etc.) to you. If he is correct, he gets a bonus (an extra short story about the main character, a badge, a tip, etc.) If he is not correct or a bit off he’ll get some help to arrive at the right answer. Each chapter has a different game, and if they make it to the last one, they get a big bonus.
The objective is not to make it hard, but fun and rewarding, so they are motivated to continue and maybe also spread the word about it.
Grab attention and stand out.