Collaboration. Partnership. Convergence – different terms with the same meaning. In this age of digital and social media, the phenomenon of brands teaming up with other brands is becoming more prevalent than ever. This year, expect to see more brands collaborate and partner with other brands to expand their appeal to their audience. Here’s a roundup of the most fruitful and innovative brand partnerships from recent times:
Nestle and Starbucks teamed up in a global coffee alliance last year. What followed soon after was Nestle’s launch of a new range of 24 coffee products under the Starbucks brand, making its coffee portfolio, perhaps the best in the world. The range introduced the first-ever Starbucks coffee capsules created using the Nespresso and Nescafe Dolce Gusto technologies, that are sure to woo coffee lovers globally.
Australian supermarket chain, Woolworths has come up with Disney-themed collectibles to woo shoppers. This seems to be an effort to counter rival brand, Coles’ stikeez campaign launched in February this year.
The supermarket giant has teamed up with TheWalt Disney Company to launch ‘Disney Words by Woolworths’ – a word-play game featuring globally-loved characters like Cinderella and Mickey Mouse. On spending a minimum of $30 at any of its stores, customers could collect one of the 36 tiles featuring a Disney character. There’s more – it offered a few lucky winners, a trip to Disneyland, California! Walt Disney is clearly big on brand collaborations.
In another big partnership, it teamed up with Accenture Interactive (AI), to improve the cinema goers’ experience, through a technology using photography and facial expressions to recognize and depict the subject’s emotion in a poster.
Disney-produced American fantasy adventure film, Dumbo, used this innovative technology to lure its audience to the theatres. They unveiled a facial recognition photo booth at the movie’s red carpet premiere as well as at the SXSW festival in Austin showcasing a live-action remake of Dumbo. Talk about technological advancement.
T-Mobile got into an innovative partnership with Taco Bell during the 2019 Super Bowl. As a part of this deal, all T-Mobile customers got free tacos every Tuesday, no strings attached! What was it for the brands?
Well, being a brilliant stroke of marketing genius that it was, it benefitted both brands – Taco Bells didn’t just get publicity, but with this partnership sending customers to its outlets every Friday, it increased the chances of them actually making a purchase there, by manifold. For T-Mobile, the benefits were pretty straight forward – customers got for free tacos and all they had to do was not cancel their mobile contracts with the provider. Indeed, a win-win for all.
As the curtain drew on the final season of HBO’s flagship TV series, Game of Thrones, it wasn’t just the end of an era in terms of the show and its characters but also the last of some very creative brand partnerships. For the season finale, a number of brands made their best effort to bring their marketing A-game for a last integration with the Game of Thrones franchise.
There was one that stood out from the rest – Mondelez brand, Oreo reconstructed the stop-motion titles of the series, using 2750 cookies, in what it claims was its biggest brand collaboration so far! Fans could also pledge their loyalty to the key characters of the series through Oreo’s social media platforms and as per a cryptic announcement by Mondelez, select fans throughout the season, would be rewarded with “a special treat for participating”.