Weird, wacky and cool PARTNERSHIP MARKETING part 1
by Chris Reed
In my role of Regional Partnerships Director for Asia Pacific for Partnership Marketing in Singapore I have the great pleasure of researching the best and worst of partnership marketing campaigns from around the world. It doesn’t matter how many years that I have been passionate about partnership marketing I always learn something new from the way that different brands create marketing partnerships in different countries. Here are a few weird, wacky and cool marketing partnerships below and over the next three blogs. 1) Gorillaz and Microsoft have announced a partnership to showcase the Beta launch of Microsoft’s new Internet Explorer 9 browser. Microsoft approached Gorillaz, the world famous animated band who are signed to EMI’s Parlophone Records, to ask them to develop an online experience that showcases the potential of the web when viewed through Internet Explorer 9 Beta. The Gorillaz’ design team, Zombie Flesh Eaters, have taken advantage of HTML5 and the new features Internet Explorer 9 Beta provides to create a stunning new web experience for Gorillaz fans as showcased in Murdoc Niccal’s Club Room http://gorillaz.com/club-room and across Gorillaz.com. Microsoft is also featuring this web content on its specially designed microsite www.beautyoftheweb.co.uk\ This is a brilliantly imaginative marketing partnership that works on every level. The brands match, the content is creative and interactive and benefits both brands and it’s fun. 2) I had to blink when I heard this next partnership as it sounds weird but when you think about it it still doesn’t make any sense! The NHL’s Florida Panthers and the storied American rock band, The Eagles have created a marketing partnership. Stay with me, yes they have. The sport/music entities teamed up to create a unique, fully integrated marketing partnership that is believed to be the first of its kind in the sports and music entertainment industry. I that there may be a reason for this….. The Eagles served as the Presenting Sponsor of the team’s 2010-2011 Training Camp and benefited from exposure via numerous branding channels throughout the duration of training camp (Sept. 11 – Oct. 10), including: * 2010-2011 Training Camp Logo Entitlement * Training Camp mentions on FloridaPanthers.com * Social Media Messages * Training Camp Press Releases and Marketing Adverts * Messaging In-Game, In-Arena, and On Television Broadcasts * Media Backdrops * Ice Signage * Additional Signage Inventory in the Panthers Den Training Facility The Eagles’ Training Camp sponsorship provided exposure for The Eagles’ concert at the BankAtlantic Center on Friday, October 8th, eight days prior to the Panthers opening night matchup against the Tampa Bay Lightning. It just seems weird connection, are NHL fans Eagles fans? Is it just a cheap media buy? There seems no connection whatsoever between brands or messaging and no apparent quid pro quo.