Online Marketing Blog: A Super-Powered Brand
What do Comcast, Burger King, Kraft, 7-Eleven and Target have in common? They're all caught in the same web of brand cross-promotion!
Spiderman 3 has taken over theaters across the country, setting box-office records and simulataneously unleashing a tremendous wave of product marketing tie-ins. The interesting thing about this, and other movie/product tie-ins, is that the whole really is greater than the sum of its parts. The movie brand gets incredible visibility in physical locations as well as on TV (case in point, I saw a commercial break tonight where three out of four commercials had something to do with Spiderman), while the partnering brands get to leverage the excitement over the movie to help them seem current and stand out in the crowd.
For a truly popular, mass market movie like Spiderman, it really is a win-win and the movie comes out looking like... well... a hero.
Posted on May 10, 2007 by Jeff Greenhouse
For the full Brand Singularity blog in its original format, along with reader comments, click here.
