We at Firefly are constantly on the lookout for exciting PR campaigns happening around us, and Waterstones definitely comes out on top this month. In a unique and witty reactive PR stunt, book retailer Waterstones invited 10 people in store for a sleepover, after American tourist David Willis found himself locked inside its Trafalgar Square branch two weeks ago.

To take part in the competition, people signed up for an Airbnb account and told Waterstones, in one sentence, what book they’d read if they were to spend the night in a bookshop, and why. The sleepover took place on Friday 24th, from 9pm to 9am the next day.

Winners and their plus one were given a tour around the Waterstones Piccadilly store – Europe’s largest bookshop – before being invited to take their pick of the thousands of books from eight and a half miles of bookshelves. The chosen twenty winners then spent the night with their book of choice.