Tesco’s Blinkbox Books unites with the Mirror Group for native partnership campaign


By Natalie Mortimer | N/A

November 13, 2014 | 3 min read

Tesco’s ebook service Blinkbox Books has teamed up with the Mirror Group for a three-month branded content partnership, marking its biggest marketing drive to date.

Kicking off this week with Stephen King's Revival and David Walliams' Awful Auntie books, the native campaign will present key moments in contemporary books as stories in the Daily Mirror and Daily Record titles in a bid to ignite an emotional connection with reading.

As well as the three-month Mirror partnership, ads celebrating the ‘e-book revelation’ (highlighting the fact that consumers can enjoy an e-book on a mobile device without needing a dedicated e-reader) will appear in railway stations in London and the Southeast.

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“This is our biggest campaign to date and combines a creative editorial partnership with targeted advertising and an attractive credit promotion,” said Blinkbox Books marketing director Gail Rivett.

“We are passionate about inspiring readers in the search for the next book they’ll love, and with this campaign we also wanted to show how easy it is to enjoy an e-book on a device you’ll likely have already, rather than needing to fork out for a special e-reader.”

Trinity Mirror Solutions, creative editorial director Samantha Cope said the campaign will give the brand the opportunity to communicate its offering in a way that “integrates into the consumer experience in a non-intrusive way.”

In-store promotion will support the advertising, with £5 free credit to spend on Blinkbox Books given away with 500,000 bestsellers. Meanwhile, all Hudl 2 purchasers will get £10 to start building their e-book library with Blinkbox Books.


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