Toronto-based electronic book reader company Kobo conducted a street promotion in that city on May 28. The promotion was conducted in association with publisher HarperCollins to promote a new book called Seen Reading by Julie Wilson, which consists of stories inspired by the sight of people reading on Toronto's public transportation system. During the initiative, the author and a group of promotional workers rode on Toronto subways and distributed 100 free Kobo Touch e-readers, pre-loaded with the book, to commuters seen reading. The workers also distributed 1,000 branded postcards, stickers and buttons.