A&E, Barnes & Noble use e-mail, giveaways to promote 'The Glades'
Cable television network A&E has partnered with bookseller Barnes & Noble to promote the July 11 premiere of crime mystery series The Glades. The companies are mailing the book version of the show's pilot episode to Barnes & Noble customers. Agency Fathom Communications created the effort, which began June 9.
The companies are distributing hard copy and e-book versions of The Glades in retail and digital channels. Major touchpoints include in-store displays in nearly half of Barnes & Noble's US stores. The company is also offering complimentary copies at the point of purchase and shipping free versions to B&N e-commerce customers with regular purchases.
Both A&E and Barnes & Noble are leveraging their customer databases for the promotion. The companies sent a targeted e-mail promotion about the eBook to Barnes & Noble customers who have previously shown interest in crime mystery novels. A&E is also using social media to send targeted messages about the program, according to Peter Groome, co-founder and president of Fathom.
“Both companies are collecting information from those who download or like The Glades on their respective sites, although no specific follow-up communications have been announced at this time,” he said.
Barnes & Noble will also make The Glades book available for free on BN.com and through its e-bookstore. Consumers can also download the book on B&N's Nook e-reader or mobile devices such as the iPhone and iPad.
A&E hired Fathom earlier this year after an RFP process.
“They were looking for ideas to drive viewership for this new drama series,” said Peter Groome, co-founder and president of Fathom. “The idea [for this initiative] came from the script, which reads like a great piece of fiction. Then it kind of unfolded from there.”
Representatives from neither Barnes & Noble nor A&E were immediately available for comment.