Cross Promotion
What is cross promotion?
Cross promotion serves as an extended marketing activity in which several advertisers (e.g. cinema distributors, TV broadcasters or the VoD platform and the brand) jointly promote their products. The subliminal product placements thus become visible to all. This means that these campaigns go beyond the classic product placement in film, TV and VoD and the product receives even greater attention. The activations include media services such as programme sponsoring (presenting a programme), commercials or pre- and mid-roll in the environment of the programme.
Other cross-promotional activities include posting pictures and videos from the set on social media channels, cooperating on film premieres, competitions or organising a special cinema event for the respective target group. These “money-can’t-buy” moments create good customer loyalty.
How do we proceed in cross promotion?
That depends entirely on your brand objectives. Together with you, the productions, media partners, social media platforms and film distributors, we organise attractive promotions for your brand. We enable you to integrate the placement into a larger 360-degree marketing strategy (see circle), which can lead to everything from more sales to promotional activities at the PoS (point of sale).
In discussion rounds with all partners involved, we implement the desired measures for you. We are personally on set for photo shoots or at the premiere – if you wish, we can also be there together with you to ensure that the product or service receives the greatest possible attention.
What is it that makes us special at Cross Promotion?
Our experienced team generates success stories that reflect the full potential of your brand. We closely monitor the international market (from the Berlinale and Cannes to Hollywood and Bollywood) and follow the leading marketing approaches. Our network expands in the daily work process. This enables us to develop individual and innovative concepts with content providers for your brand, from making-off videos to virtual reality content.
You want to write your own success story?
References
The perfect Model – Placement of Pandora
“The perfect Model” integrated the jewellery brand Pandora into their show. The bracelet charms were used as a rating system in emotional moments. In addition, there were cross promotion activities such as Facebook posts, social media video content and a competition on the Pandora website. In stores, the bracelet and charms could be purchased at the same time as the broadcast.
„(…) the product placement was able to increase the sales of the charms by half and those of the bracelets by more than double.“
Evelyn Wrobbel, Vice President Marketing Pandora
Hanni and Nanni – Placement of Media Markt
Media Markt placed their brand in the cinema film “Hanni and Nanni – More than best friends”. The logo could be seen on an advertising pillar and on a package. The product placement was also supplemented by a 360° cross promotion with a competition, family VIP tickets for the film premiere, a newsletter, a web trailer and social media posts by YouTuber Faye Montana.
„The product placement agency successfully carried out a product placement with us in the cinema film “Hanni & Nanni – More than best friends”. Through the implemented cooperation concepts for this film, Media Markt received enjoyable and relevant content for the family target group.“
Thomas Hesse, Head of Marketing Media Markt