Partnership marketing and beyond – an alternative view
Lil Wayne, who played 78 shows across the globe and grossed US$50M in 2011, has teamed up with Pepsi owned Mountain Dew to form a creative brand partnership.
The core focus of the association is a synergistic, advertising partnership entitled DEWeezy, complete with advertisements, appearances and the building of a skate park in Lil Wayne’s hometown of New Orleans.
The DEWeezy campaign has already begun buzzing on social media sites with images of the iconic artist appearing in the form of street art and painted murals.
Tags: 
Manchester City ruin Maybank's Manchester United Champions Card campaign......
Maybank, Malaysia’s largest bank, have created a partnership with Manchester United and recently launched a “Champions Card”…..
Oh how they must be wishing that they had waited until the end of the season….and this means the 95th minute of the last game of the season (0therwise ironically called Fergie time….)!!!
Do you think that they will now rename it the “Runners Up Card”? Doesn’t really have the same ring about it……oh dear! Who’s head is rolling for this decision?
I love this brand partnership just because it’s so innovative and unusual. Coca Cola and Pure Michigan have created a partnership marketing campaign.
Images of Michigan’s sparkling waters, white sandy beaches and exciting destinations will soon be featured alongside the Coca-Cola logo in numerous places to inspire people to experience Pure Michigan.
There may be an issue here in terms of none of these places really have a connection with Coke or have similar brand values to Coke as Coke is not natural like water for example but Coke is an all American brand which reflects Michigan’s values.
Singapore recently emerged as Asia’s most competitive city and third most competitive world wide in a recent Economist Intelligence Unit (EIU) survey. Singapore was just behind New York and London in the survey.
Yet Singapore is the upstart in the Asian region and leads where other mightier and much larger countries like Malaysia, Thailand, Indonesia and Vietnam try and follow.
The question now is how can they keep growing and keep that competitive edge?
“Mad Men” is a marketing phenomenon….yes I know it should be, it really would have no excuse if it wasn’t!
Now into it’s 5th series and still retaining that cool brand image and compelling content that still gets talked about and highlights showcased across the world.
I chaired The Integrated Marketing Communications conference in Jakarta, Indonesia last week and no less than three of the presentations contained some kind of visual or video reference to Mad Men! What a tribute!
Hot on the heels of the worst brand partnership of all time, Trump’s Success (http://blog.campaignasia.com/chris-reed/success-trumped-how-not-to-create-a-brand-partnership/) comes a very close second….Victoria Beckham and Range Rover.
British automaker Land Rover is creating hype for its Range Rover “Evoque” model designed by “model, singer and fashion designer” (I use these terms very lightly…..singer, really?, fashion designer, really?, model, really?) Victoria Beckham that the automaker has limited to 200 vehicles for sale worldwide (is that because that’s the most that the she can hope David will pay for?).
Nu-metal, new sound and something different for the Mad Men to marketThe challenging thing about music marketing is that it’s totally dependent on something that is beyond the control of a music marketing director, the artist.
The product is not controlled by a design council or new product development team or research and development. It’s completely (well almost!) down to the artist.
Clearly they will take advice from gurus/managers/sycophants but ultimately the artist has got to be happy with the product as music, unlike any other form of product or service, is profoundly personal.
It’s from the heart of an artist and about the artist.
A great example of this is one of the world’s greatest bands, Linkin Park.
Does a “like” on facebook mean a consumer has engaged with your brand? Two recent surveys apparently say no.
Although a recent eVoc survery said that 59% of respondents have liked a brand on facebook in the past 6 months. Most likes are for food brands, TV shows, music, movies and clothing.
So all good, millions of new buying consumers? Apparently not. There appears to be a difference between someone liking your brand on facebook and actually buying it.
I have just celebrated 5,000 connections on LinkedIn and it has changed my life in a very positive way.
I first came to Asia in 2009 and moved here permanently in 2010. I arrived with no confirmed job but through LinkedIn was offered two then a third which I still currently enjoy. None of which were advertised. All were gained through LinkedIn.
I knew virtually no one in Asia but soon built up contacts and connections through meeting people virtually on LinkedIn and then subsequently in real life or on Skype who then recommended other people on LinkedIn and so it began…..
When the UK Government decided in their infinite wisdom to close the UK Film Council and restrict the BBC’s budget they clearly were only thinking small short term rather than long term and holistically.
Anyone who doubts this should go and watch a charming UK Film Council/BBC funded film called “Salmon Fishing in the Yemen”.
A film has the power to keep on marketing a product forever through a symbiotic partnership. Partnership marketing effectively. This can be both great if you’re brand that doesn’t change (Visit Scotland’s Scottish Highlands for example) and disastrous if your product is second rate or is being constantly redesigned or improved (any technology brand….).
Partnership marketing and beyond – an alternative view