Leron Leron Sinta and National Book Store turn book shopping into a nationwide scavenger hunt
National Book Store has partnered with Leron Leron Sinta Philippines to launch The National Hunt, a nationwide campaign that turns book shopping into an interactive scavenger hunt. Hidden inside selected books in branches nationwide are special prizes waiting to be found.
At the heart of the campaign is a clear mission: to reignite young people’s love for books in an era where online content often takes center stage. To make that happen, Leron Leron Sinta partnered with Pinoy Big Brother Collab viral ex-housemates Mika Salamanca, Josh Ford, Kira Balinger, Esnyr Ranollo, Will Ashley, and Ralph de Leon, who are now known as the National Book Squad.
The Squad isn’t just lending their names; they’re actively part of the experience. Each member hides selected books across National Book Store branches nationwide and drops clues to their followers online. This fusion of digital influence and in-store discovery turns reading into an adventure, drawing Gen Z audiences from their screens to the shelves.
By bridging the excitement of social media with the tactile joy of finding a book, the campaign creates a fresh and engaging way for young readers to reconnect with National Book Store.
Fans of the National Book Squad are already on the hunt, tracking down the books hidden by their idols and combing through their feeds for clues—a very Gen Z way to engage, tapping into their love for online sleuthing and discovery.
“Gen Zs love being part of a community, and that’s what the National Hunt is all about. We want to bring people together to share the thrill of discovery at the National Book Store,” says Adrian Ramos, National Book Store Group President.
Prizes include an Apple iPad, flight vouchers, and a DJI Osmo 3. Clues are already live on the National Book Squad’s social channels, making social media the first stop in the hunt.
