{"id":868,"date":"2022-06-10T10:51:35","date_gmt":"2022-06-10T10:51:35","guid":{"rendered":"https:\/\/brandplace.de\/?page_id=868"},"modified":"2023-01-25T14:11:57","modified_gmt":"2023-01-25T14:11:57","slug":"cross-promotion","status":"publish","type":"page","link":"https:\/\/brandplace.de\/en\/cross-promotion\/","title":{"rendered":"Cross Promotion"},"content":{"rendered":"

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Cross Promotion<\/h1>\n

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What is cross promotion?<\/h3>\n

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<\/a> 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.<\/p>\n

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.<\/p>\n

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How do we proceed in cross promotion?<\/h3>\n

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).<\/p>\n

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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.<\/p>\n

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What is it that makes us special at Cross Promotion?<\/h3>\n

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.<\/p>\n

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You want to write your own success story?<\/h3>\n

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References<\/h2>\n

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The perfect Model – Placement of Pandora<\/h3>\n

“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.<\/p>\n

\u201e(…) the product placement was able to increase the sales of the charms by half and those of the bracelets by more than double.\u201c<\/em><\/p>\n

Evelyn Wrobbel, Vice President Marketing Pandora<\/strong><\/p>\n

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Hanni and Nanni – Placement of Media Markt<\/h3>\n

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\u00b0 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.<\/p>\n

\u201eThe 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.\u201c<\/em><\/p>\n

Thomas Hesse, Head of Marketing Media Markt<\/strong><\/p>\n

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Cross PromotionWhat 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, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"

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Cross Promotion<\/h1>

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Was ist Cross Promotion?<\/h3>

Cross Promotion dient als erweiterte Marketingma\u00dfnahme, bei der mehrere Werbetreibende (z.B. Kino-Verleiher, TV-Sender oder die VoD-Plattform und die Brand) gemeinsam ihre Produkte bewerben. Die unterschwelligen Product Placements werden dadurch f\u00fcr alle sichtbar. Das hei\u00dft, diese Aktionen gehen \u00fcber das klasssiche Product Placement<\/a> in Film, TV und VoD hinaus und das Produkt erh\u00e4lt eine noch gr\u00f6\u00dfere Aufmerksamkeit. Die Aktivierungen umfassen Medialeistungen wie Programmsponsoring (Presenting einer Sendung), Werbespots bzw. Pre- und Midroll im Umfeld der Sendung.<\/p>

Weitere Cross Promotion Ma\u00dfnahmen sind zum Beispiel Ver\u00f6ffentlichungen von Bildern und Videos vom Set auf Social-Media-Kan\u00e4len, Kooperationen zu Filmpremieren, Gewinnspiele oder die Organisation einer eigenen Kinoveranstaltung f\u00fcr die jeweilige Zielgruppe. Durch diese \u201eMoney-can\u2018t-buy\u201c Momente wird eine gute Kundenbindung geschaffen.<\/p>

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Wie gehen wir bei Cross Promotion vor?<\/h3>

Das kommt ganz auf Ihre Markenziele an. Gemeinsam mit Ihnen, den Produktionen, Medienpartnern, Social-Media-Plattformen und Filmverleihern f\u00fchren wir attraktive Aktionen f\u00fcr Ihre Brand durch. Wir erm\u00f6glichen Ihnen die Einbindung des Placements in einer gr\u00f6\u00dferen 360 Grad-Marketingstrategie (siehe Kreis), die von mehr Abverk\u00e4ufen bis hin zu Promotion-Aktionen am PoS (Point of Sale) f\u00fchren kann.<\/p>

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In Gespr\u00e4chsrunden mit allen beteiligten Partnern setzen wir die gew\u00fcnschten Ma\u00dfnahmen f\u00fcr Sie um. Wir sind pers\u00f6nlich vor Ort am Set f\u00fcr Fotoshootings oder bei der Premiere \u2013 auf Wunsch auch mit Ihnen gemeinsam, um dem Produkt bzw. dem Service die gr\u00f6\u00dftm\u00f6gliche Aufmerksamkeit zu sichern.<\/p>

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Was macht uns bei Cross Promotion besonders?<\/h3>

Unser erfahrenes Team generiert Success Stories, die das gesamte Potential Ihrer Marke abbilden. Wir beobachten engmaschig den internationalen Markt (von der Berlinale \u00fcber Cannes und Hollywood bis Bollywood) und orientieren uns an den f\u00fchrenden Marketingans\u00e4tzen. Unser Netzwerk erweitert sich im t\u00e4glichen Arbeitsprozess. So k\u00f6nnen wir individuelle und innovative Konzepte mit den Content-Providern f\u00fcr Ihre Marke erarbeiten, von Making-Off-Videos bis hin zu Virtual-Reality-Content.<\/p>

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Sie m\u00f6chten Ihre eigene Success Story schreiben?<\/h3>

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Referenzprojekte<\/h2>

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Das Perfekte Model \u2013 Platzierung von Pandora<\/h3>

\u201eDas Perfekte Model\u201c integrierte die Schmuckmarke Pandora in ihre Sendung. Die Bracelet-Charms wurden als Bewertungssystem in emotionalen Momenten genutzt. Zus\u00e4tzlich gab es Cross Promotion Ma\u00dfnahmen wie Facebook-Posts, Social-Media Video Content und ein Gewinnspiel auf der Pandora-Website. Im Handel konnten Armband und Charms zeitgleich zur Ausstrahlung erworben werden.<\/p>

\u201e(\u2026) das Product Placement konnte den Abverkauf der Charms um die H\u00e4lfte\u00a0 und den der Bracelets um mehr als das Doppelte steigern.\u201c<\/em><\/p>

Evelyn Wrobbel, Vice President Marketing Pandora<\/strong><\/p>

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Hanni und Nanni \u2013 Platzierung von Media Markt<\/h3>

Media Markt platzierte ihre Brand im Kinofilm \u201eHanni und Nanni \u2013 Mehr als beste Freunde\u201c. Das Logo war an einer Litfa\u00dfs\u00e4ule und auf einem Paket zu sehen. Zum Product Placement gab es auch eine 360\u00b0 Cross Promotion mit einem Gewinnspiel, Family-VIP-Tickets f\u00fcr die Filmpremiere, einem Newsletter, einem Webtrailer und Social-Media-Posts der YouTuberin Faye Montana.<\/p>

\u201eDie Product-Placement-Agentur f\u00fchrte mit uns erfolgreich ein Product Placement im Kinofilm \u201eHanni & Nanni \u2013 Mehr als beste Freunde\u201c durch. Durch die umgesetzten Kooperationskonzepte zu diesem Film, erhielt Media Markt vergn\u00fcglichen und relevanten Content f\u00fcr die Familienzielgruppe.\u201c<\/em><\/p>

Thomas Hesse, Head of Marketing Media Markt<\/strong><\/p>

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