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For most viewers in the US, the Hulu drama series Black Cake<\/em> wasn\u2019t available on the streaming service until this week. But some bookworms got a slice of the show a few weeks early.<\/p>\nThe first two episodes of the Hulu original, an adaptation of the 2022 best-selling debut novel by Charmaine Wilkerson, became available on October 22 for members of Barnes & Noble Premium, a $39.99-a-year membership that comes with perks like discounts and free shipping.<\/p>\n
The early-episode release\u2014which came ahead of the three-episode premiere on Nov. 1\u2014is part of a broader partnership between the Disney-owned streamer, which at the beginning of July had 48.3 million subscribers, and the book retailer, which operates around 600 stores in the US and is the largest retail bookseller in the world. As part of the tie-up, Barnes & Noble is highlighting various book-to-Hulu-series adaptations, including Black Cake<\/em>, Zakiya Dalila Harris\u2019s The Other Black Girl<\/em>,Margaret Atwood\u2019s The Handmaid\u2019s Tale<\/em>, and Sally Rooney\u2019s Normal People<\/em>.<\/p>\nThe growing partnership between the two brands is designed to help feed fandom of both books and TV alike, and help both companies boost their businesses, Adia Matthews, Hulu\u2019s VP of brand partnerships and synergy, told Marketing Brew.<\/p>\n
\u201cHere\u2019s a story that I love\u2014let me go stream it on Hulu. Or vice versa: I\u2019ve streamed it on Hulu, I want to dig deeper\u2014let me go and get the book,\u201d Matthews said. \u201cIt goes both ways.\u201d<\/p>\n
Better together<\/h2>\n
Entertainment companies have long leaned on partnerships with retailers to help boost fan excitement and drive awareness for new shows and movies. For Hulu, partnering with a book retailer is part of a widespread partnerships strategy led by Matthews that\u2019s designed to help amplify the streaming service\u2019s titles in a highly competitive environment through partnerships with brands that have also included Rare Beauty and Microsoft.<\/p>\n
Depending on the partner and the story depicted in the series, the partnership strategy is bound to change, Matthews said, but it can take many forms. Rare Beauty hosted a makeup masterclass at Sephora and released a custom collection tied to the mystery series Only Murders in the Building<\/em>, while Microsoft\u2019s partnership with Hulu included a sponsored panel conversation for The 1619 Project<\/em> with book author and series executive producer Nikole Hannah-Jones. Ahead of the premiere of the second season of comedy This Fool<\/em>,Hulu teamed up with Trejo\u2019s Coffee and Donuts, which included custom donuts and delivery powered by Postmates.<\/p>\n\n
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Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
For Black Cake<\/em>, the brand partnerships don\u2019t start and end at Barnes & Noble. Hulu also partnered with BIPOC-owned bakeries across the US to give away slices of black cake, a spiced rum-soaked fruit cake, to celebrate the Caribbean heritage depicted in the book and the series, Matthews told us.<\/p>\n\u201cOur approach in general is very specific to who the partner is, and how we can bring the partnership to life in a way that just really resonates with our shared fans,\u201d Matthews said, noting that the company looks to work with brands \u201cnot just as collaborators, but as storytellers alongside us.\u201d<\/p>\n
The early-episode strategy for Black Cake<\/em> and Barnes & Noble, the first arrangement of its kind for the streamer, was designed to build excitement for the series while also drawing attention to Barnes & Noble\u2019s membership program, which Matthews said was a priority for the retailer after it was reimagined (and renamed) earlier this year. And subscription-based memberships is, of course, something that Hulu and parent company Disney have plenty of experience with.<\/p>\nIt\u2019s still too early to determine the full impact of the Black Cake<\/em> experiment with Barnes & Noble, and Hulu didn\u2019t disclose how much series viewership or book sales could be attributed directly to the arrangement. But measuring success depends on the framework of the partnership, and can include measuring awareness and tracking other metrics like brand sentiment, Matthews said.<\/p>\nWhile the specifics around partnerships may change from title to title, Hulu\u2019s work on more book-to-series adaptations means Barnes & Noble is slated to remain a long-term teammate.<\/p>\n
\u201cWith the other book-based titles that we have in the pipeline, we\u2019re just really excited to continue working with them,\u201d she said.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"For most viewers in the US, the Hulu drama series Black Cake wasn\u2019t available on the streaming service until this week. But some bookworms got a slice of the show a few weeks early. The first two episodes of the Hulu original, an adaptation of the 2022 best-selling debut novel by Charmaine Wilkerson, became available […]<\/p>\n","protected":false},"author":1,"featured_media":19827,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-19826","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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