For years, savvy marketers have skillfully placed and integrated brands into film and television productions as a key element of their marketing strategy (who could forget the iconic Reese's Pieces in E.T.?). However, with the sheer abundance of content available today, consumers are now exposed to an unprecedented amount of media and, thus, brands. That's where co-marketing partnerships can offer a powerful solution and elevate successful brand placements and integrations. These partnerships have the ability to enhance the impact of product placement/integration, resulting in meaningful experiences for consumers and reinforcing positive brand associations.
Our Partnerships experts recently had the opportunity to work on "Book Club 2," a sequel film centered around friendship, love, and a European adventure. We successfully partnered with a global airline that was integrated into the film, Lufthansa, bringing together the themes of travel and friendship. Lufthansa supported the project through paid media, their owned and operated channels, a sweepstakes giveaway, and an influencer travel activation. It was a fruitful collaboration that enhanced the film's message and the brand's integration and offered exciting opportunities for travel enthusiasts.
Promotional partnerships that build upon organic placement/integration help to ensure that the collaborative marketing efforts of all parties are magnified. This strategic approach empowers the brand to extract the utmost value from the effort. Want to learn more about how we extract that value? Get in touch.