Digital reading devices are increasing in popularity with each passing year. Book retailers such as Barnes & Noble are experiencing a decline in physical book sales, especially among younger readers. In order to appeal to this demographic, I focused on the term ‘shelfie’, meaning a photo of an individual’s bookshelf, developed in conjunction with the increasingly popular term ‘selfie’ (a photo of an individual taken by his or herself). By placing a # before ‘shelfie’, the ad encourages customers to tag their purchases as ‘shelfies’ when uploading photos of their bookshelves to social media channels. This participatory element of the campaign creates the possibility of expanding the #shelfie photo sharing trend while giving Barnes & Noble attribution to this trend.