Tie-Ins and Co-Op Promotions Make Good Wichita Marketing When Done Well
Posted by Dave Mace at 3:25 pm
When it comes to cooperative or co-op marketing, there are really only a couple of things that can go wrong. The first is not doing anything at all. The second is doing it poorly.
In the interest of helping you consider how to use tie-ins for your Wichita marketing campaign, we thought it would be a good idea to look at some well-known recent examples. Then we’ll look at some specific ideas for implementing Wichita marketing tie-ins.
Transformers Dark of the Moon: Movie/Game Tie-In
Why it makes sense: For starters, the third installment of the movie trilogy and the companion game are part of the same franchise. But just as important, most of the people who will see the movie are gamers or parents of gamers.
The producers have done a great job of creating a seamless overall experience between the movie and the game. It’s a smart move because most movie producers think the movie/game tie-in are an automatic winner. Not so. Just ask the guys who did the Thor movie and game tie-in. It works for Harry Potter. It works for Transformers. Because they’re amazing movie franchises.
So the lesson for you, Wichita marketer, is to make sure you’re not expecting the product or brand you’re cooperating with to carry the weight. At best, you’ll be an also-ran.
Cars 2 the Movie: State Farm Insurance
I thought this was a brilliant tie-in. State Farm is such a wholesome, all-American, family brand, and Cars from Disney Pixar is a perfect fit.
Why it works: The creative on this campaign presents the need for insurance and the tremendous inconvenience of an accident in a cute way. The tie-in makes sense because the brands share the same values and they are both huge heavy-hitters.
We can learn from this for doing similar tie-ins for a Wichita marketing campaign. First, it’s important to pick a partner that shares your brand values. Second, it’s crucial that you create a sense of value through partnering with a credible brand.
Green Lantern Movie: Subway
It’s pretty simple to tell you that this is not a very strong tie-in. Why? Well, for starters, the whole “green” tie-in between Green Lantern and avocados is pretty weak.
If I were your branding consultant and you wanted to link these brands in this way, I would recommend pumping up the health and flavor enhancement of the avocado to “give” you the sculpted body of Hal Jordan/Green Lantern. I would also get the avocado industry association involved.
These are some ways to enhance this particular tie-in. Otherwise, it’s kind of dumb.
Captain America Movie: Norton Antivirus
Captain America IS the shield. Norton is a shield. This is truly a match made in brand tie-in heaven. In particular, this video appeals to comic book, superhero and computer geeks everywhere. It’s just a natural fit.
What can you learn from this one? It’s easy: If there is something about your brand that is so iconic that people will recognize and appreciate it, you need to partner up with another, very similar icon. So, from a Wichita marketing standpoint, you might combine the YMCA with your heart specialist practice. Get the family playing and exercising to promote heart health.
