Brand marketers have always understood the power of a good collaboration—whether it’s a synergistic team-up between two complementary products, or a delightfully unexpected Odd Couple-style pairing. The best branded partnerships have the potential to reap big rewards, providing exposure to new audiences, opportunities for knowledge sharing, and the possibility of significant increases in market share all around. But in the age of social media, these collaborations have become both easier and harder. Brands may be communicating more than ever before, engaging in lighthearted banter (or the occasional flame war) on platforms like Twitter, but consumers are still quick to call out an inauthentic match-up.
So what does it take to create a successful collaboration? How do creatives on either side of the equation navigate extra rounds of approval without watering down the core idea? What are the logistical complexities that go into building out a joint social strategy, or putting a special edition product into market in a matter of weeks? How do you take advantage of two massive audiences while staying authentic to your brand identity? In this session, 360i Group Account Director Dani Calogera discusses all these questions and more with Mondelēz Senior Director, OREO Brand Justin Parnell and HBO Director of Consumer Marketing Alex Diamond—leaders from two iconic brands whose wildly successful OREO x Game of Thrones collaboration launched in early April. Don’t miss out!