I love this partnership. It made me smile just visualising it. People living in the Logan-Rogersville Fire Protection District of America who order a Domino’s pizza from 4 to 7 pm on a specific Thursday may receive that pizza delivered by a fire engine. Yes that’s right, a fire engine! Quickly all the girls reading this are wondering whether they could do this in the UK!
If all the smoke alarms in the home are working, the pizza is free! The partnership is between Domino’s and the fire department in recognition of Fire Prevention Week. If the smoke alarm is not working, the firefighters will replace the batteries and make sure the alarm is fully functioning.
I can see that it’s good CSR but I can also think of better things that fire engines could be doing than delivering pizza and the connection is very weak! Well they do have the American Hot I suppose….
Good Earth Tea is teaming up with EMI Music to offer consumers free downloads of music with every purchase of specially marked boxes of Good Earth Tea. With over 25 different varieties of Good Earth Tea and more than two hundred thousand songs to choose from, consumers can enjoy both tea and music to suit almost any taste. The connection appears to be inspired by the tea brand thinking that they are in fact a creative brand and linking this with music being a creative force. It’s a slightly tenuous link, there would be better reasoning if they claimed that you could relax listening to music with a cup of tea or you took a tea brake and listened to music to rejuvenate yourself. Yes that process can inspire thoughts but tea itself is not especially creative.
There is a great example of a TV tie up with a synergistic brand in the US. The partnership between the new cutting edge HBO series Boardwalk Empire, all about the glamorous image of the prohibition era, and Canadian Club Whiskey is a great example of two brands working together to achieve their objectives. The Canadian Club brand gets massive amounts of product placement throughout the series from the opening credits through many scenes and is very authentic to that era and is a perfect brand partner. There have been jointly promoted speakeasies featuring a unique Canadian Club inspired cocktail list. HBO have also been using the association to market the series in liquor stores and wine shops. In store displays include glass stained marketing on shop window fronts and Canadian Club crates with Boardwalk Empire branding on. Very effectively targeted partnership marketing. As the VP of Brand Marketing at HBO says “window displays are essentially street level billboards” but with no media cost involved. Canadian Club clearly benefit from the positive association with the show and its characters and glamourisation of their brand through the endorsement that the show gives them.