Loved by generations of women internationally for providing an indulgent escape into a world of romance, fantasy and ‘happily ever afters’, Mills & Boon is synonymous with the classic romance novel. But for its latest and most explicit line of novels, DARE, Mills & Boon wanted to introduce a whole new generation of Australian women to its steamy sexual escapades - without the tired cliches.
Launched in the lead up to Valentine's Day, we developed a raunchy new card game - 'Do You Dare?' - filled with fifty tantalising questions based on the new series and designed to stimulate an intimate conversation, helping players to reveal their innermost thoughts and fantasies on romance and sex. Hard copies of the game were seeded to top tier media and paid influencers associated with romance to drive buzz about the launch, while a digital version was made available for download on the Mills & Boon website.
116 MILLION MEDIA OTS
350 media features with an OTS of over 116 million
Coverage across top tier TV, radio, print and online media including the likes of Channel 10, 2DAYFM, PedestrianTV, News.com.au, Mamamia and Daily Mail