I went to the Digital Conference of the London Book Fair in 2010 and came back with a mission. 

I decided to create a novel that truly embraced the new technologies that have revolutionised publishing.

Part of the answer I came up with was creating an entirely make-believe online provenance for the pen-name James T. Raydel, writer of the novel Shuffle, in the form of a fictional fiction-collective called Lulzlit.com.

I then recruited seven writers and PhD students to Tweet for three months as the collective.

The Lulzlit part of the expanded narrative was nominated for Best Transmedia project at Digital Book World’s Publishing Innovation Awards in New York.

“Exemplifies the best in innovative reading experiences.”

Digital Book World