What, and Who, Makes a Great Cross Promotional Campaign?

Developing cross promotions between brands is one of my favorite parts of my job. I like them because these kinds of campaigns make all parties involved really happy. Each brand is able to utilize the other brands’ resources and existing marketing campaign, plus reach their audience.

When I worked for Konami Digital Entertainment I partnered their mega-hit video game Metal Gear Solid 4 with Anheuser Busch’s non-alcoholic drink , 180 Energy Drink. Demographically it made perfect sense, so we came up with creative ways to integrate both brands into a marketing campaign that appealed to males ages 18-34. There were quite a few elements that went into the campaign, but here are the highlights:

We came up with a great sweepstakes promotion on the nation’s top radio stations in which callers could win the game, cases of the drink, and an amazing home entertainment system, for a “Boys Night In” package. We designed co-branded window clings that were hung on all convenience stores refrigerator doors. And we incorporated specialty 180 drinks and recipes into many video game events, including the launch of Metal Gear Solid 4 at the Virgin Mega Store in Times Square. So we hit the consumers from many different angles, and really drove home the partnership and the brands in the audience’s heads.

When determining the scope of your campaign, remember to consider these questions:

Who is your potential partner’s audience? You should partner with a brand that shares a similar target demographic, but not quite the same. The idea here is to gain a wider audience base, not market to the same audience that has probably already heard about you because you’ve been tirelessly targeting their demo. Just last week I was getting a frozen yogurt at Red Mango, a popular frozen yogurt chain, and I noticed that they are offering a new pomegranate flavor using POM Wonderful juice. While both Red Mango and POM Wonderful are part of the food and beverage industry, therefore sharing similar goals, they have different primary targets – Red Mango targeting teenagers, POM Wonderful targeting an older 20-30 crowd. Yet their target ages are so close that it makes sense to partner to reach others’ market.

Take a look at Ford & Eddie Bauer. They share a similar demographic, but market completely different products, ensuring that there’s no built in competition. Instead they joined forces and developed an Eddie Bauer style Ford truck.

Is this a mutually beneficial alliance for the both of you? Both of you have to enter this deal feeling lucky you found each other (sort of like a romantic relationship J ). A good friend of mine, Clara, who is the head of strategic partnerships at a major corporation, gave me some great advice which I am now passing on to you: align yourself with brands that are just as, or more, popular than you. This can go many ways – while one of you maybe more popular with the mass market, what the other brand might bring to the table is a more industry-only following. Regardless, remember that this partnership has to be equal, or else there will be some sense-of-entitlement power struggles going on.

Can you effectively track the progress of the campaign? There has to be a way for you to track data as this campaign commences – whether it is driving your audience to a website or a phone number via a sweepstakes where they submit their contact info; or if your promotion is run on consumer packaged goods (such as on the box of Nabisco Triscuts like the Rachel Ray cookbook recently did) record the number of goods sold; or noting the number of hits your website received once the promotion went live - However you CAN capture data, do it!

How can you hit consumers through many different touch points? For those loyal readers out there, this may sound familiar because in an earlier blog post I talked about different ways to do this. For those who just happened to miss the posting, check it out on the February 12th posting entitled “Strategic Partnerships – The Best Kind of Marketing”

Is this campaign buzz worthy? You should always aim to generate PR. Gain eyeballs and awareness organically – I believe to be one of the most effective forms of advertising - by developing a campaign that’s either the first of its kind, or is relevant to a major issue or hot topic of the times. In today’s times, a campaign revolving around winning a huge cash prize, or one giving financial advice, hits home to many because of the state of the economy. Or one that promotes childhood exercise is another good one, since the country’s obesity rate is the highest it’s ever been.

So go out there and find someone that makes you happy, and then make a beautiful campaign together!

Gail