In our previous blogpost, we examined the benefits of co-marketing partnerships and presented the framework to plan your future collaborative marketing campaigns. The theory is just one part of the equation, therefore to fully comprehend the value of co-marketed campaigns we prepared a list of examples of how the brands cooperated on a marketing communication campaigns and achieved remarkable results.
Citrusmedia campaign for Fiat Tipo & Magasin Du Nord
For the launch of the new Fiat Tipo, citrusmedia developed a campaign, which helped to differentiate new car model from other car brands in the category and involved a partnership between Italian car manufacturer and local shopping mall – Magasin Du Nord. The main idea was focused on the spaciousness of a car, therefore, it was chosen to use the word in transposed meaning, namely to be mentally spacious as parents. In line with several professional advertising videos we made for client’s social media, we have also organized an event in Magasin Du Nord. The event focused on engaging both children and their parents as the kids were allowed to draw on a brand new Tipo in order to showcase how mentally “spacious” their parents can be. While children participated in a drawing competition, their parent could also participate in a number of competitions and test drive the new Fiat model. The second stakeholder of such campaign – Magasin Du Nord agreed to collaborate as their target audience perfectly matched DNA of the campaign. Overall the campaign was a great success and as both sides were satisfied with participation during the events as well as engagement on Social Media.
International creative campaigns:
GoPro + Red Bull: “Stratos”
GoPro doesn’t just sell portable cameras, and Red Bull doesn’t just sell energy drinks. Instead, both have established themselves as lifestyle brands – in particular, a lifestyle that’s action-packed, adventurous, fearless, and usually pretty extreme. These shared values make them a perfect pairing for co-marketing campaigns.
Uber + Spotify: “Soundtrack for Your Ride”
This is a great example of a co-branding partnership between two very different products with very similar goals – to gain more users. Here’s how it works: When riders are waiting for an Uber ride, they’re prompted to connect with Spotify and become the DJ of their trip. Simple, engaging and fun, isn’t it?
Airbnb + Art Institute of Chicago: “Enter Van Gogh BNB”
Airbnb was born from innovation, and their latest co-marketing partnership with the Art Institute of Chicago is no exception. The two companies partnered to highlight an exhibition of Van Gogh’s three bedroom paintings by recreating Van Gogh’s famous bedroom: enter Van Gogh BNB. The bedroom was created, say both companies, to help people become closer to Van Gogh because, “Looking at a painting only gets you so close to an artist.” The recreated bedroom is accurate in its whimsy and painterly qualities and the partnership proved immensely popular: the first block of nights sold out in just five minutes.
As both brands and cautious consumers become increasingly concerned about the enterprise purpose higher than money, mutually beneficial charity partnerships will only become more important. This type of partnership demonstrates brand’s’ values and helps to communicate brands’ contribution to a social cause. Check out co-marketing campaign by Pizza Hut, Zynga, and the World Food Programme.
Another example of charity collaboration by Levis and water.com
Content collaboration between Converse and Guitar Center
This is the example supporting our claim that co-marketing partnerships can help you to create better content. When Converse was trying to rebuild their brand, their CMO realized they got the most traction when celebrities wore their shoes and they ended up in a magazine. Since it was too expensive to finance the celebrity endorsements, they partnered with Guitar Center to gain the access to wanna-be musicians. Then, they built a studio in Brooklyn and hired an engineer to record music for free. Converse and Guitar Center started creating a mutually beneficial series of YouTube videos about the musicians, who obviously wore converse and recorded music on a daily basis. Moreover, they expanded the concept and organized an annual contest for aspiring artist. Here is the video to illustrate this partnership:
Competition by Cineplex and The Weather Network
Cineplex (one of the biggest movie theatre operators in North America) teamed up with The Weather Network (a weather-based media company) for #WeatherOrNot, a publicity stunt and contest that involved a 20-foot tall bag of popcorn and a lightning rod in an area of Canada aptly named “Lightning Alley”. Participants could vote if they thought lightning would strike the bag and pop the ‘corn. Cineplex offered free popcorn for winners, while The Weather Network got to turn the weather into a topic with mass appeal.
This campaign was aiming to find an answer to the question: How do you ensure you’re distributing samples to only the most qualified consumers? And the answer is: You simply give it to folks who are already qualified customers for a like-minded brand. That’s why HDX Hydration (a sports drink mix) teamed up with Clean Bottle (an easy-to-clean water bottle). By inserting samples of their HDX Hydration mix into orders of Clean Bottle, they were able to expose their products to targeted customers only.
Co-marketing can be beneficial for businesses of any type. It can significantly boost your marketing ROI because of shared cost and extra engagement from a partner involved. Just make sure any brand you partner with shares your brand’s essential values and that you have a handle on how the co-marketing endeavor will impact your brand’s image. We hope you got inspired and will consider co-marketing in your future marketing plan.
Already have some ideas?