Which marketing campaign is credited with helping independent bookstores make a significant comeback against online retailers in the 2010s?

In the world of arts and literature, retail strategies have evolved dramatically over the years. Independent bookstores have had to reinvent themselves to compete with online giants and digital reading platforms. This trivia question focuses on a pivotal marketing campaign that changed how physical bookstores positioned themselves in the market. Test your knowledge about the business side of literature and how innovative retail branding helped save an industry that many predicted would disappear in the digital age.

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IndieBound's 'Indies First' movement, launched by author Sherman Alexie, encouraging authors to work as booksellers for a day
Barnes & Noble's 'Discover Great New Writers' program that focused exclusively on independent publishers
Amazon's 'Literary Locals' initiative that partnered with independent bookstores for hybrid selling models
The 'Digital Detox Reading Challenge' sponsored by the American Booksellers Association