Yahoo and Universal Pictures have teamed up to produce a Tumblr campaign marking the premiere of Fifty Shades of Grey, incorporating customised content available in seven international markets.
As well as giving fans an inside look at the film adaptation the campaign will also offer fans the chance to win a series of one-off prizes including a day in the lifestyle of male lead Christian Grey in Seattle and tickets to its London premiere.
The campaign will be localised for seven international markets; the UK, France, Italy, Spain, Germany, Mexico and Brazil.
It is not the first film tie-in to plump for the Tumblr platform with both Anchorman 2 and Nebraska partnering with the site to tap into its 420m monthly global users.
Fifty Shades of Grey will hit UK cinemas on 13 February.