Today, Penguin Random House announced the launch of #GiveaBook, a newly created social media campaign designed to promote books as gifts this holiday season and give back to U.S. children in need. For every use of the hashtag #GiveaBook on Facebook and Twitter before December 25, Penguin Random House will donate a book to the Save the Children organization, up to 25,000 times.

The #GiveaBook campaign officially begins on “Small Business Saturday” (November 29) and runs through December 24.  Born out of brainstorming sessions by Penguin Random House sales reps,#GiveaBook was designed to encompass books and authors from all publishers, for readers of all ages.

Follow the campaign on Twitter @giveabooknow and on Pinterest at www.pinterest.com/giveabooknowand become a friend on Facebook at www.facebook.com/giveabooknow . In conjunction with last night’s National Book Awards ceremony in New York City, the first #GiveaBook author videos were posted on the #GiveaBook Facebook page.

The campaign is issuing a #GiveaBook video challenge that encourages people everywhere to name a book they’re giving to a friend and why; challenge three friends to create their own #Giveabook videos; then post these videos online using the #GiveaBook hashtag.

I like the way this “video challenge” campaign is organized. Participants are asked to give a book to someone they know, and just the use of a traceable hashtag prompts one organization to donate a book to a charitable organization. Those who participate know exactly what is expected and what will happen if they use this hashtag.

Booksellers are invited to create your own #GiveaBook challenge videos to share with your customers via social media, their websites, and e-mail newsletters. You can also created #GiveaBook displays in your stores.

Marketing materials are available for download at http://tinyurl.com/GiveaBook.