Engagement

#contenthacks: Leveraging Partnerships to Build Genuine Experiences

by Jessica Smith Posted On July 26th, 2017 | 6:09pm EST

These days, marketers must double as storytellers. Custom content is now considered a more trusted form of advertising than traditional TV or radio commercials and magazine prints. Consumers are seeking personal connections with brands that have only become possible in recent years.

So how can your brand deliver a rewarding consumer experience? Why not try building a meaningful partnership that resonates with your customer?

Take National Geographic’s recent multi-platform partnership with Rolex, with a goal to raise awareness of the planet’s challenges. By aligning with a renowned photojournalism platform, Rolex is utilizing the reach of the publication’s reader base and benefiting from their resources. By teaming up with a respected fashionable brand, Nat Geo is revamping their usual content with a sleek form. The partnership appeals to consumers with two big names united for the common good. Everybody wins.

In other appealing partnership news, GoPro and Red Bull have collaborated on a project that immediately grabs audience attention. GoPro equips athletes and daredevils alike with their trademark portable cameras to capture their adventures, fueled, of course, by drinking Red Bull energy drinks. In 2014, their most ambitious stunt, “Stratos,” released video of Felix Baumgartner jumping from a space pod more than 24 miles above the Earth’s surface. Baumgartner drank Red Bull before his death-defying act and GoPro recorded everything. It’s a simple formula for success that has boosted both brands in terms of reputation and sales.

In order to gain and maintain customers, your brand must be willing to form relationships and establish partnerships. The right project will benefit both brands and – more importantly – create a lasting impression on your audience.

Consider partnering with City/Studio, a marketing and creative agency from the publishers of Philadelphia and Boston magazines. Click here to learn more about how City/Studio can create effective content for your brand.