For many, 2016 was a down year in a lot respects. However, in the world of partnership marketing, 2016 saw a ton of varied and creative marketing programs.
The CPG category has always been one that has been friendly to marketing partnerships. Here are four (out of many more!) CPG promotions that activated during Q4 of 2016.
As always, you can create a free account on MarketingPartnerships.com to explore even more programs from the partnership community.
TITANFALL 2 | Mountain Dew & Doritos
Electronic Arts – Gaming
For the fall release of TITANFALL 2, Electronic Arts (EA) and Mountain Dew/Doritos partnered for the “Fuel Your Titan” promotion. The program allowed gamers to unlock in-game rewards with promo-codes found on specially marked packaging of Mountain Dew and Doritos packaging.
Rewards included experience points, custom character skins and all-new game modes. The partnership was promoted on the Mountain Dew/Doritos website as well as their social media channels.
#GIVINGTUESDAY | Purell
City of Hope – Non-Profit
City of Hope partnered with Purell to participate in #GivingTuesday, a global day of giving and philanthropy fueled by social media and collaboration that aimed to raise over $116 million for charities November 29, 2016. For every dollar donated to City of Hope, GOJO, makers of Purell hand sanitizing products, pledged to match the donation $5-to-$1, up to $100,000. All of the money raised from the partnership on #GivingTuesday supported City of Hope’s Immunotherapy research, which uses the body’s own immune system to fight and treat cancer.
At the end of the donation period, the partnership raised over $200,000 for City of Hope’s Immunotherapy research.
The initiative could be seen at www.cityofhope.org/givingtuesday
MOANA | Kellogg’s
Walt Disney Studios – Theatrical
Walt Disney Studios and Kellogg’s teamed up to celebrate the November release of MOANA. The partnership included a rebate offer in which consumers who purchased any three participating packages of Kellogg’s cereal in one transaction could receive $5 in Movie Concession Cash. To redeem the offer, consumers snapped pictures of their full receipt and either emailed or texted the pictures to a designated address. Once sent, fans received a link to download their $5 e-Concession Cash Certificate. There was a limit of three certificates per person.
SING | Post Foods
Universal Pictures – Theatrical
Universal Pictures partnered with Honey Bunches of Oats to promote the release of animated film SING. The Post cereal brand celebrated the partnership with an instant win game with prizes that included video cameras, Bluetooth speakers, $40 Fandango credits and headphones – as well as a sweepstakes with a grand prize of $100,000 and a first prize of $5,000. Fans could enter to win with a code found in specially marked SING Honey Bunches of Oats boxes. Rounding out the collaboration was a television and digital ad promoting the sweepstakes. The promotion ran from November 1, 2016 to March 31, 2017.
As always, more information on nearly 8,000 more partnerships and 1,000 partnership opportunities from both entertainment and brand companies spanning the industry can be found on MarketingPartnerships.com.