Case Study: NBCUniversal's Fifty Shades of Grey
Mobile app delivers fan excitement and engagement
Fifty Shades of Grey is one of the most unique brands in contemporary culture. It is a literary sensation and phenomenon and Universal Pictures wanted the film adaptation to garner as much, if not more, excitement as the books.
NBCUniversal partnered with Stradella Road to develop an app to promote the film. The app engaged hundreds of thousands of users and was part of Universal Pictures' multi-pronged promotional program contributing to Fifty Shades of Grey, achieving the highest pre-release tickets sales of any R-rated movie according to Fandango.
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