The New York Public Library has paired up with the branding agency Mother on a social campaign that brings digital books to Instagram Stories. Called “Insta Novels,” the program seeks to make classic literature “more accessible to the masses,” starting with a new edition of Alice in Wonderland illustrated by the designer Magoz. This all seems like pretty standard social campaigning, until you consider that this concept will allow people to be able to read the entire novel or short story on Instagram Stories.

“The full book, short story, or novella is uploaded into Instagram Stories, complete with unique and engaging design elements,” reads the press release. “The Instagram-specific design includes stills and videos that mirror the unique layouts of the original works.” For screen readability, the background color is a “warmer white”, and Georgia is the chosen typeface to “pay homage to the history of the written word in both print and digital (it was one of the first serif fonts ever designed for screen to make long form text more pleasing and legible),” Mother adds.

Readers rest their thumb on the screen to hold the page and lift their thumb to turn it. If you let the book run you see an animation. Using the “Highlights” feature, each novel is saved as a work of digital literature that readers can access at any time. It’s success will rely on people’s willingness to adapt to this new reading experience. But when it comes to meeting your audience where they inevitably are (social), this ideas is pretty, well, novel.