Competitions, radio adverts and point of sale in major retailers such as Tesco and Asda have been launched to coincide with today’s release (13th February) of the "Fifty Shades of Grey" film.
The film, adapted from the first novel in E L James’ bestselling trilogy (Arrow), is expected to attract huge audiences across the world because it is released in time for Valentine’s Day.
The book’s UK publisher, Cornerstone, has arranged a signing with James to take place next Tuesday 17th February at Westfield London in Shepherd’s Bush. The ticketed even at WH Smith will see 10 ticket holders win a Fifty Shades of Grey goody bag. WHS has also taken 300 promotional dump bins for its stores nationwide, and WH Smith Travel stores have been running videos featuring both the film tie-in and original editions of the book.
Tesco has been running an exclusive competition to win one of 50 signed film posters, as well as promoting the book front of store.
Meanwhile Asda is today (13th February) adding 200 dump bins to the 260 it has had in place since mid-January, and the 200 Valentine’s Day bins it put in place it its stores yesterday (12th February).
Amazon’s Audible has been running radio ads on Spotify this week, and a short audio clip of Fifty Shades of Grey will appear as a free audio sample in the iOS and Android versions of Audible’s app.