This paper considers a specific aspect of a practice-as-research project—the Kingston University Big Read. It explores how to achieve optimum attractiveness and perceived value among students and staff for a free book circulated for the purposes of a pre-arrival shared reading scheme. After consideration of the academic literature relating to the distribution of free books and the theft of books, there follows a detailed examination of marketing practice in the publishing industry relating to the dissemination of free and promotional items (...) through collaborative endeavours. The solutions adopted are described, along with the outcomes perceived in the market, and recommendations are made for the future. (shrink)