BMS Awards: Another notch on the bedpost for Fifty Shades, and success for Tony Robinson’s new children’s series

POSTED ON: 26/05/12 TAGS: Mumsnet adults fiction

by BMS

More success this week for the best-selling Fifty Shades of Grey series, as Sarah Page and the team at Random House won best Adult marketing campaign for the seasonal Jan-April 2012 BMS Awards, with Amy Lines at Macmillan winning the Children’s category for Tony Robinson’s new Weird World of Wonders series.

For Fifty Shades…, the components that impressed judges the most included the incredibly quick turnaround of the campaign – a month from acquisition to books in shops, with ebooks available immediately, and a very focused effort to harness and build on existing buzz. The team’s digital campaign worked across markets and platforms, including enhanced profile on Twitter, a partnership with Mumsnet (perfect targeting), and the UK’s first Google+ hangout the author E.L. James.

The Tony Robinson campaign drew praise for creating a strong digital campaign with a specially designed game from Aardman Creative. There was good coverage of key retailers with bespoke promotions for each, and a strong range of partnerships targeted with the younger audience in mind, including Supercamps, Centre Parcs and Fun Kids radio. All in all it was an impressive engagement that helped launch a potentially very strong series with excellent sales and a great return on investment: 4 million game plays and 150,000 web visits all in one week!

Other campaigns highly commended were:

  • The Wind Through the Keyhole by Stephen King (Marketer: Jane Rose, Hodder & Stoughton)
  • Me Before You by  Jojo Moyes (Marketer: Viviane Basset, Penguin)
  • The Psychopath Test by Jon Ronson (Marketer:  Lee Dibble, Pan Macmillan)