Cornerstone will put on a launch day “stunt” to mark the release of E L James’ Grey (Arrow) this week.
Grey: Fifty Shades of Grey as told by Christian will be published this Thursday 18th June– the same day as the fictional Christian Grey’s birthday.
James will be in the US on publication day, where she will be doing a signing at Barnes & Noble in New York City, but Cornerstone said there would a yet-to-be-revealed launch day stunt with a media partner in the UK as well as fan activity at a later date.
Activity includes a one-day takeover on publication day of the screen at Piccadilly Circus in London, with an animated creative that will include a birthday message for Christian. There will also be a takeover on Thursday of the websites for both Heat and Closer, while there will be a “huge” brand awareness mobile advertising campaign.
Cornerstone will be sending celebrities and bloggers a “dedicated Grey mailing” in grey jiffy bags, and reviewers at books and news desks across a variety of media will be sent a copy of Grey on publication day to ensure it “dominates the headlines”.
The publisher is also working with broadcast media to arrange for TV crews to go into retailers on Thursday to get footage of fans buying books.
On social media there will be a series of posts in the lead up to publication, with “Happy Birthday Christian” post on publication.
The Facebook and Twitter sites for Fifty Shades of Grey will also engage with fans, bloggers and influencers, including by running competitions.
A two-week London Underground campaign began yesterday (15th June), with the aim of reaching 3.3m commuters.
Cornerstone’s director of publicity Charlotte Bush, and Century and Arrow PR director Natalie Higgins are working with Jennifer Doyle and Sarah Ridley in Cornerstone’s marketing department on the campaign for Grey.
Bush said that “pre orders are very strong and we have great support from retailers in all our markets around the world”.
Grey leapt to the top of the bestseller charts on the basis of pre-orders shortly after news of the book’s publication was released. It is still number one in the Amazon and Kobo e-book bestseller charts, and also on the Amazon books chart.