Partnership Marketing » 2012

McDonald’s tasty content partnership feeds the brain

McDonalds have switched from toys to books...will the UK still buy their happy meals?

It comes to something when UK kids are getting their books from McDonald’s but credit where it is due at least the fast food firm are encouraging kids to read.

They may all be obese as they read (making them even less active) but at least they will be able to read how many calories and how much fat is in those lovely Happy Meals…..

McDonald’s has secured a deal with book publisher HarperCollins, to give away millions of copies of Morpurgo’s ‘Mudpuddle Farm’ children’s books with Happy Meal purchases. Murpugo is the author of ‘War Horse’, which has just been made into a film by Steven Spielberg, having previously been in various London theatres to critical and commercial success.

The McDonald’s campaign is supported by the National Literary Trust, as well as Jade Goody’s ex-boyfriend Jeff Brazier, who is acting as an ambassador for the campaign. The connection between the two is strange but maybe he was cheap or just the mum’s pin up boy?

Chips and a previous free film toy have changed into chips and a book....healthier? for the mind at least.....

Six titles from HarperCollin’s ‘Mudpuddle Farm’ range will be made available during the promotion. The move has come in for criticism from some quarters, who have argued that McDonald’s is offering sweeteners for parents and children to buy Happy Meals. But they have always done this and isn’t it better that kids get books rather than film toys that they just eat/choke on or smash up and don’t actually learn anything from?

It’s clearly a great CSR initiative for McDonalds and great for the Literacy Trust to get this many books in the marketplace. I would be intrigued to see in 6 months time whether Happy Meal sales have declined as a result of there being no more film related toys to collect with them. Also whether kids actually read them or adults read them to their kids or they just collect dust on shelves and are another failed attempt to prevent the rising illiteracy of the UK’s kids.

Honda’s sweet brand partnership

Honda's cool Love Hearts partnership

You have to smile at this innovative partnership between Honda and retro sweets brand Love Hearts. Who needs fickle celebrities when you can use some cool fun sweets to bring a bit of play and lightheartedness to your marketing?

The “Your Honda, Your Way” campaign allows drivers to choose from a range of services such as extended guarantees and free services when buying a new Jazz, CV-R or Insight model until 31 March, rather than offering a set range.

Honda have used some of the heart messages in their marketing such as Want Me, Be Mine, Say Yes, I’m Yours next to specific benefits that Honda will give customers.

They could have used some sexier ones like Stud Muffin, Suck Me Harder, Flange Lover or animal ones like My Pet, Dog Face, or alternative ones Just Say No and I Surrender, my personal favourite Bonnie Lad or even the clearly not retro Text Me or Email Me (surely not at all romantic, you may as well have one saying “Like Me”…oh there is….but it was created before facebook came along…that’s where they got it from! Time for some royalty payments Mr Zuckerberg!).

Which Love Heart will you get?

Honda dealerships will also give away packets of Honda Love Hearts – if they ran this partnership in Singapore they would have to give away a year’s supply to get the equivalent value to the car (they try not to make you have cars over here with little success but it means any car costs over $150k including tax….!)

I think the next logical step for Honda is to continue with other retro sweet themes using brands like Rainbow Drops, Sherbet Lemons, Spangles, Liquorice Sherbert, Refershers, Marathons, Opal Fruits and my favourite the sparkling Wham Bar!

Quickflix partners with McAfee

Client

Quickflix Ltd is Australia’s leading online movie rental site. Having recently acquired Telstra Big Pond Movie’s DVD rental service, they now own the largest and widest selection of TV shows and Movies in Australia, with almost 50,000 titles.

Brief

Create brand partnerships for Quickflix.com to help them achieve the following key objectives:

Create holistic marketing partnerships with synergistic brands
Gain free media in the brand partners customer communication channels
Drive free trial sign ups
Create positive word of mouth
Brand endorsement from the promotional brand partners

Solution

McAfee products to have an on-pack sticker prompting customers to redeem their free 6 weeks trial.
Communication: On-pack stickers will feature the offer and a scratch-to-reveal promo code for customers to redeem from an exclusively created landing page.

Partner

McAfee is the world’s largest dedicated security company. To help their customers stay safe, they create proactive security solutions for securing their digital world. McAfee is a wholly owned subsidy of Intel Corporation.

Website: www.mcafee.com

McAfee Landing Page

McAfee On-Pack Sticker

Results

This program is just launched at time of publishing.
Final response of redemption rate will be shared at later stage.

Disney on Ice partners with Golden Village

Client

Feld Entertainment is the largest provider of live family entertainment in the world. Over 30 million flock to Feld’s productions every year. Some of the famous productions include Ringling Bros, AMA Arenacross and Disney Live!

Brief

To create brand partnerships for ‘Disney on Ice presents Let’s Celebrate’ in March 2012 and to help them achieve the following key objectives:

Create holistic marketing partnerships with synergistic brands
Promotions will be communicated from the partners’ platforms
Brand endorsement from the promotional brand partner

Solution

3 different offers to run for Golden Village:

Offer for all GV members: Buy 3 Disney tickets and get the 4th at 50% off
Offer for all ‘Kids Watch for Free’ & ‘Mums & Babies’ customers: Get 10% off Disney tickets
Offer for all GV customers: Buy 2 movie tickets and stand a chance to win 4 tickets to Disney!

Offers to be promoted by GV through standees, A0 posters, website, eDM & Facebook

Partner

Golden Village is the leading cinema operator in Singapore. It has nine cinemas island wide. It was established to develop and operate modern, luxurious multiplex cinemas. Today, it has a reputation of offering more choice, comfort and convenience at its cinemas.

The Golden Village Movie Club boasts around 360,000 members and offers its members offers and ongoing promotions. They also get to enjoy special deals on their birthday month.

Golden Village Standee

Golden Village Poster

Golden Village Website

Golden Village eDM

Golden Village Facebook Page

Results

This program is just launched at time of publishing.
Final response of redemption rate will be shared at later stage.

Partnership Marketing creates brand partnerships for Disney

Partnership Marketing (PM), Asia Pacific’s leading partnership marketing agency have created three brand partnership for the Feld Entertainment organised Disney on Ice show at Marina Bay Sands in March 2012

PM have created exclusive brand partnerships with synergistic brands that will all help market the event through their unbuyable communication channels and offer their customers and excusive ticket offer.

Brand partners include Popular Books – linking with Disney Books, Toys R Us – linking with Disney toys and Golden Village Cinemas – linking with Disney films.

The partnership marketing campaigns will last for two months with each partner.

Hewlett Packard partners with Expedia

Client

Hewlett Packard (HP) is the world’s largest techology company, establised in 1939. It is currently the world’s 11th most valuable brand, according to Business Week Study. HP serves more than 1 billion customers in more than 170 countries in 6 continents.

HP Rewards Program is a global program that drives loyalty by rewarding the use of original HP ink cartridges.

Brief

To create specific brand partnerships to help HP give instant rewards to customers buying HP printer cartridges in Asia.

Objectives

Create marketing partnerships with synergistic brands
Reward customers with a branded reward which has a low entry point and which they can redeem on their way home
Drive sales
Create positive word of mouth
Brand endorsement from the promotional brand partners

Solution

Offer from Expedia for HP Rewards Program
10% off Expedia Special Rate Hotels (Merchant Hotels) to be offered to HP customers in the markets – Philippines, Singapore, Thailand and Indonesia. All bookings have to be done by 30th June 2012. Once customer installs the ink cartridge, a ‘Rewards’ prompt pops up onscreen. They can choose the reward they like and submit their details, after which they will receive the voucher via email with a generic promotional code. Customer needs to key in this promotional code on Expedia’s website to enjoy the discount.

Partner

Expedia, Inc. is the world’s leading online travel company and operates localized websites for travellers in many countries. The one-stop online travel company features more than 75,000 hotels, and more than 3,000 exciting holiday activities and attractions from across the world.

Website Banners

Expedia Vouchers

Results

This program is just launched at time of publishing.
Final response of redemption rate will be shared at later stage.

Perrier create sparkling Burlesque brand partnership

Curvaceous icons coming together to create a sexy brand partnership

Perrier have created a wonderfully imaginative and creative partnership marketing campaign with Burlesque legend Ditta Von Teese……ok they created this some time ago but it hasn’t been in Singapore so I only saw it in Paris when I visited at Christmas!

Since it was still being marketed heavily on all cafes, cans and all bottles it must have been super successful and not at all “limited edition” as the marketing claimed i feel that i can write about how great a partnership marketing example it is!

http://www.youtube.com/watch?v=zw9-2mvcTKM&feature=related

It’s a very different but ingenius way of creating stand out, word of mouth, viral marketing and is a very sexily visual way of marketing Perrier across the product portfolio. It’s hard to ignore when it’s plastered on cafes and stands out in supermarkets because of the sexy imagery on pack and gives Perrier that edge in the battle for stand out.

As Von Teese is as much a female icon as she a male pin up then it works well in targeting both sexes to buy the product and interact with the brand…although the videos accompanying are very much aimed at the male part of the audience!

A series of these viral videos set the world alight and apparently spread very quickly across the web. All of them contain Miss Von Teese doing what she does best…teasing…and all with a bottle of Perrier…although she doesn’t exactly drink it!

It’s a very French brand partnership and Von Teese works excellently as a brand ambassador embodying many of the brand values of Perrier from humour to sex, from French to sparkling personality and independence. I’m looking forward to seeing the bottles and cans in Singapore soon……..

http://www.youtube.com/watch?v=66iin-Zlh50

Disney on Ice partners with Toys “R” Us

Client

Brief

To create brand partnerships for ‘Disney on Ice presents Let’s Celebrate’ in March 2012 and to help them achieve the following key objectives:

Create holistic marketing partnerships with synergistic brands
Promotions will be communicated from the partners’ platforms
Brand endorsement from the promotional brand partner

Solution

Offer to run for Toys “R” Us: Offer for all Star Card members: Get 10% off Disney tickets (except Rinkside/VIP)
Offer to be promoted by Toys “R” Us through standees, in-store flyer, website, eDM & Facebook

Partner

Toys “R” Us is positioned as “the Worldwide authority on kids, families and fun”. It is the largest child-related product specialty chain store in the world. Toys “R” Us believes in providing a happy shopping experience to customers with the biggest selection of toys and baby products priced to offer best value for money.

Toys “R” Us Asia Ltd operates 138 stores in Greater China and South East Asian markets.

Toys “R” Us Standee

Toys “R” Us Flyer

Toys “R” Us Website – Main

Toys “R” Us Website

Toys “R” Us eDM

Toys “R” Us Facebook

Results

This program is just launched at time of publishing.
Final response of redemption rate will be shared at later stage.

Quickflix partners with DealsDirect

Client

Brief

Create brand partnerships for Quickflix.com to help them achieve the following key objectives:

Create holistic marketing partnerships with synergistic brands
Gain free media in the brand partners customer communication channels
Drive free trial sign ups
Create positive word of mouth
Brand endorsement from the promotional brand partners

Solution

DealsDirect.com.au customers to receive a 6 weeks trial gift card with their shipments.
Communication: Co-branded gift cards which will lead customers to an exclusive landing page to redeem their trial.

Partner

DealsDirect.com.au is Australia’s favourite discount department store. They offer a huge range of 7,500 big brand names and quality products at heavily discounted prices in 24 categories.

DealsDirect Landing Page

Results

This program is just launched at time of publishing.
Final response of redemption rate will be shared at later stage.

OCBC Elite World Card 2012

Client

One of Singapore’s leading local banks, The Overseas-Chinese Banking Corporation (OCBC).

Objectives

OCBC, one of the most recognized and respected brands in Singapore, would like to recruit prestigious retailers to participate in OCBC ELITE WORLD CARD 2012”. “ELITE WORD CARD” is a Premium Credit Card by invitation or referee only. The card has a very exclusive target segment of Professionals, Executives and Business People.
To deliver premium value and recognition to this group of top Premier Affluent Banking Customers through a targeted benefits/rewards program.
To provide meaningful and easy to understand benefits/rewards.

Brief

To provide value and privileges to OCBC Elite World Card and increased members’ benefits through its associated program.
Offer relevant and strong rewards carefully selected from retail, lifestyle and travel categories for qualifying customers.
Duration: 1st Jan 2012 – 31st Dec 2012

Key Partners for 2012