2019 #LAOForum Recap

Looking back at the 2019 Brand Partnership Forum

The partnership marketing community gathered in Nashville for the 9th Annual Brand Partnership Forum from October 16-19, 2019 and everyone was buzzing! From the opening night party on Wednesday until brunch on Saturday, the event was a tremendous success. Here’s a recap of the event!

New Faces… New Companies!

With 150 attendees from over 100 different companies, we were thrilled to introduce the new attendess to the Brand Partnership Forum. Some of these first-time companies included Carnival Cruise Line, Exxon-Mobil, Holland America Line, Lionsgate Entertainment, Hershey’s, Madison Square Garden Company, MGM Resorts International, Mike’s Hard Lemonade, Planet Fitness, Regal Cinemas, Sam’s Club and Spotify. These companies joined alumni from entertainment companies and brands like Kellogg’s, DreamWorks, Sesame, Sony TV, Warner Bros. Pictures, Universal Pictures, Clear Channel, Henkel, Valpak, Universal Music Group, Just Born, PlayStation, Lego, Six Flags, and Discovery. Non-profits organizations were also well represented by companies like Special Olympics, Boys & Girls Clubs of America, St. Jude, Best Friends Animal Society, American Cancer Society, Humane Society of the US, Habitat for Humanity, YMCA, ASPCA and more. Additional companies are mentioned throughout this post!

The Forum’s Opening Night Party, sponsored by Disney Music Group, kicked off the event!

Analog at the Hutton Hotel was the perfect venue for the Forum’s Opening Night Party. Everyone in attendance said that the night felt like a college reunion. The evening was hosted by Disney Music Group and featured a live performance from their group, Temecula Road (https://www.instagram.com/temecularoad/)

Sessions on Thursday jumped right into partnership marketing trends, tactics and insights!

The purpose of the event is to share trends, insights and partnership marketing tactics from each of the presenting companies and industries. Attendees were treated to Industry Insights on Thursday from Kellogg’s, Blue Diamond, Planet Fitness and Burlington Stores.

While casual conversations introduce attendees to great partnership opportunities, our RoadShow Snapshots provided a deeper dive into key initiatives. These 5-minute “snapshots” were delivered by Big Machine Label Group, The Country Music Association, Disney Music Group, iHeart Radio, Kidz Bop and Universal Music Group. The highly-concentrated format allowed everyone to leave with a quick review and the appropriate contact at each music company.

One of our favorite traditions takes place as we close out the main sessions on Thursday. For years now, kids from the local Boys & Girls Clubs of America chapter greet attendees as they exit the ballroom with smiles, cheers, and cookies! What a perfect way to send off attendees as they prepare for the Thursday night activities. 

Thanks to A+E, Thursday’s lunch was one for the “history” books

Whether you are a history buff or not, A+E’s lunch was fun… and educational too! The lunch celebrated History Channel’s 25th Anniversary and added some new attendees into the mix. Abraham Lincoln, Harriet Tubman and General Grant treated our attendees with stories from the past.

Time to hit Broadway! A special night presented by Xbox and The L.A. Office 

Our annual trip into the heart of Nashville is always a Forum highlight! Nashville Underground was the perfect venue to kick the night off. The reception was sponsored by Xbox in celebration of the new platform release, GEARS 5! The video floor showed attendees playing GEARS 5 while the bar poured spirits from Campari and wine from Fetzer Vineyards.

Nashville Underground’s rooftop was the spot for our dinner under the stars! The evening celebrated The L.A. Office’s 25th Anniversary and brought together three LA Office favorites… food, drinks and fun! Dinner was a BBQ buffet and it was perfectly punctuated with 1000 Stories wine. After dinner, something crazy happened for about an hour. If you were there… you know what I mean. If you weren’t, you will have to ask someone that was!

Friday: More Insights, Opportunities, Games and a visit from Peppa Pig

Allowing for a little time to sleep in, sessions kicked off at 9:30am with a session from Best Buy, who spoke about their turnaround story and partnership activities.  

From there, we moved to a snapshot presentation from PlayMonster, followed by a quick game of “Relative Insanity” that invited a handful of attendees to choose captions for potential memes of pictures from previous events. 

Design agency WC+A then presented their capabilities (ps. they did all the design work for the Forum), which lead right into Snapshots from our Corporate Members in the TV industry: A+E Networks, Crown Media, Disney Channel, DreamWorks Animation, eOne, NBC Universal, pocket.watch, Sesame Workshop, and Sony Pictures Television. 

After a presentation of case studies from ZOe Productions, who is instrumental in putting on our events, we headed to lunch and then returned to our final sessions. Green Giant provided terrific information on B&G’s acquisition of the brand, its place in a larger portfolio, and their marketing and partnership priorities.  

It was now time to have some more fun… picking winners for The BIG Ticket! Big thanks for our prizing partners: Fetzer Vineyards, Fandango, PlayMonster, Planet Fitness, Burlington Stores, and Xbox

After prizing, we heard the backstory of the Grand ‘Ol Opry, which ended the sessions for the day.

Big Machine Label Group sponsored our Friday reception and provided a top-notch talent showcase

Big Machine Label Group led us into an artist session at Analog with musicians Payton Smith (https://www.instagram.com/thepaytonsmith) and Avenue Beat (https://www.instagram.com/avenuebeat/)!   After a really special performance, everyone was able to mix and mingle with the team from Big Machine and their artists. The afternoon ended with everyone wanting more!!

Keep The Conversations Going on MarketingPartnerships.com!

The Forum brought together a community of marketing professionals with the goal of great conversation and creating relationships that will help in future partnership activities. All of the attendees gained access to the Forum Event Page on MarketingPartnerships.com where they can see and connect with everyone that attended the Forum. Over 200 partnerships have been born from relationships created at these events and many more were nurtured through the site. Check out the event page on MarketingPartnerships.com today!

What People are Saying About the Forum

“This is not only the best-produced conference I have ever attended, the removal of aggressive sales people creates an environment where real connections can happen.” – Joe Corn, Sam’s Club

“Continues to be a step above the rest in terms of industry conferences. Great exclusivity, amazing attendees, and life long relationships!” – Scott McAdams, PlayStation

“It’s an event that delivers on all of its promises, connections, insights, and new ideas are all to be found at the Forum.” – Lance Still, A+E Networks

“I walk away from every LAO event with new contacts, new ideas, and new insight on the industry.” – Jackie Collins, Disney Music Group

“Content is very diverse – which makes you think beyond your normal partners and see how you could do things differently!” – Deb Turoczy, Just Born Quality Confections

“A causal forum that truly invites you to network in a way that isn’t forced where you hear from a variety of industries and learn best practices that sparks future ideas.” – Dani Merkrebs, eOne

“Best partnership forum available. Not one wasted moment as you’re meeting decision makers representing dozens of brands who want to partner with you today.” – Neil Roberts, Tennis Channel

“This conference is an annual part of our partnership planning and strategy. It consistently delivers premium content, quality attendees, and impactful connections.” – Tony Barnett, Boys & Girls Clubs

“If your brand benefits from partnership marketing, you need to be here. (One of the few conferences where the speakers ARE the attendees. They don’t simply bounce after their presentations).” – Rebecca Frommer, ASPCA

“The most strategic forum to be if you want to cultivate long-lasting business relationships that will result in lucrative partnerships.” – Stefanie Luciano, Fathom Events

The Calm Before the Storm

Each year, the teams from The L.A. Office and ZOe Productions enjoy a night on the town before the Forum begins. This year’s Tuesday night kicked off at House of Cards Nashville before hitting a few bars on Broadway!

Special Thanks to our Forum Sponsors

Corporate Sponsors:  Campari, Cost Plus, Kellogg’s, PlayMonster and Xbox
Non-Profit Partners:  Boys and Girls Club of America, Special Olympics, and St. Jude Children’s Hospital
Gold Sponsor and Marketing Partner:  WC+A
Special Activity Sponsors:  A+E, Big Machine Label Group,  and Disney Music Group
Supporting Sponsors:  Allied Global Marketing, Brookfield, Fandango, Fetzer, Lime Media, Nextperience, Niagara, The Dot, The Marketing Store, TPN, ZakHill and ZOe Productions

5 Summer Blockbusters and the Partnerships That Made Them Stand Out

Every summer brings big box office excitement, and this summer hasn’t disappointed. Out of all the recent hits, these five not only delivered great box office results, they also featured unique partnerships, which are all tracked on MarketingPartnerships.com. Take a look at some of the stand-outs, and their corresponding partnership examples, and hopefully they will provide inspiration for your next partnerships, too!

WONDER WOMAN (Warner Bros.)

WonderWoman_artWonder Woman was first introduced to fans in DC’s Batman v Superman: Dawn of Justice and returned on her own June 2 to dominate the box office, along with seven complementing partnerships. With two straight weeks at the #1 spot, it’s no surprise there is a sequel the works, and we will be on the lookout for those partnerships, too. For this movie, we felt the PayPal union offered something new and different. Details here.


CARS 3 (Disney/Pixar)

Cars 3 - artCARS 3 debuted in theaters in the US on June 16 with an all-new story that contained the heart and emotion of the original film. With its #1 spot in the box office on opening weekend, the movie’s eight partnerships included top brands, and although they all had unique elements, the one that stood out was Coppertone, which included a fun experiential component. Read all about it here.


TRANSFORMERS: THE LAST KNIGHT (Paramount Pictures)

Transformers artThe $3.8B movie franchise and consumer products powerhouse, TRANSFORMERS: THE LAST KNIGHT, hit theaters June 21, bringing director Michael Bay’s epic robot battle sequences with favorite autobot characters, Optimus Prime and Bumblebee, alongside Mark Wahlberg. Also boasting eight partnerships spanning a variety of brands, details on the multifaceted one with SONIC Drive-In can be found here.


DESPICABLE ME 3 (Illumination/Universal Pictures)

DM3 art2

On June 30, the team who created the biggest animated hits of 2013 and 2015, DESPICABLE ME 2 and MINIONS, returned to continue the adventures of Gru, Lucy, their adorable daughters and the Minions. The whopping 10 diverse partnerships extended the reach of the lovable characters, and while most were with very recognizable names, a very clever example was with DNA testing and ancestry exploration site, 23andMe. Learn more.


SPIDER-MAN: HOMECOMING (Sony Pictures)

spidermanhomecoming_art

After the new Spider-Man first appeared in Marvel’s Cinematic Universe (MCU)’s Avengers, Sony Pictures Entertainment released the next installment of its $4 billion Spider-Man franchise July 7, topping the box office during its opening weekend. Ushering eight notable partners, the feel-good alliance with Goodwill had some great elements. Check it out here.


With a combined total of 42 partnerships between these five films, you can see why it was hard to choose one for each. Worry not, for you can see all the rest, along with 1,000s of great partnerships on MarketingPartnerships.com. If you don’t already have a profile, it’s easy to set one up.

Still not enough? Unlock the full database by upgrading to VIP!

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What do Delta, McDonald’s, Kellogg’s, Hormel, Target and others know…

They know where to find a great deal, smart content and a good time!  

More than 100 partnerships have been born at our events. Great partnerships come in all shapes and sizes. Our event success stories range from major household brands to budding companies that are looking for new marketing opportunities. With an exclusive group of 150 client-side marketers, our events provide a balanced environment of content and networking all in a friendly, business atmosphere.

Check out just a few of the marketing programs that have been born out of relationships created at our recent events, and make sure to continue on to our Success Stories section of our site by clicking here to read about more partnerships. Will yours be next?



McDonald’s | Delta Vacations

(Monopoly)

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McDonald’s together with Delta Vacations partnered to promote the annual McDonald’s Monopoly game contest with prize fulfillment as part of one of their largest prize pools ever. View more images and read about this partnership by clicking here.


Great Content, One-of-a-Kind Networking and Amazing Opportunities…

BPF17_logo_workingThis October 18 – 21, 150 senior-level partnership marketers will gather in Nashville, TN  for the Brand Partnership Forum, an exclusive three-day brand and entertainment marketing event. Participants are exposed to relevant insights on trends, challenges and opportunities key to successful marketing partnerships. In addition to great content, the community atmosphere leads to great relationships and marketing success stories.

Make sure you don’t miss out on the opportunity to join the community!

Request your invitation HERE.


Fandango| Kellogg’s

(Win Superman’s Powers Sweepstakes)

fandango.jpg

Fandango & Kellogg’s teamed up for the theatrical release of THE MAN OF STEEL with the “Win Superman’s Powers” sweepstakes. Through on-pack, in-store, social and digital channels, Kellogg’s offered consumers the chance to win Flight, Speed, Strength and Vision. Fandango fulfilled the vision prize with movie tickets and supported the program online. Read more about this partnership by clicking here.


Fetzer Vineyards | Hormel Foods

(Hormel Gatherings)

fetzer_hormel

After a chance meeting at one of our events, Fetzer Wines and Hormel partnered to bring their products together at retailers throughout the country. They offered a $10 coupon when you purchase a Hormel Gatherings party tray. Click here to read more…


Madame Tussauds | Target

(Bullseye Wax Figure at Madame Tussauds Wax Museum)

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Target together with Madame Tussaud’s Wax Museum have partnered to create one of the first dogs to be depicted in wax. Click here to read more about the ceremony.


Faith Hill | Teleflora

(The Collection by Faith Hill)

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Faith Hill partnered with Teleflora to promote The Collection by Faith Hill, which was a specially branded collection of bouquets. Click here for more information!


Ellen | PlayMonster

(5 Second Rule)

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Telepictures and PlayMonsterworked together to integrate the “5 Second Rule” game into The Ellen DeGeneres Show. Ellen created a segment on her show where she plays the game with some of her famous guests. Click here to read more…


City of Hope | Schwarzkopf Professional

(Shine On)

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Schwarzkopf Professional’s partnership with City of Hope invited stylists to use the new Shine treatment on clients and post photos on Instagram. For each post, Schwarzkopf donated $1 to City of Hope and breast cancer research.  Click here to read more…


CMA| Cost Plus World Market

(50th Annual CMA Awards)

cma

The Country Music Association and Cost Plus World Market teamed up to celebrate the 50th annual CMA AWARDS with a sweepstakes. Click here to read more…

 


On behalf of the team at The L.A. Office, thanks for reading and we’ll see you next time!

Best,

Hilary_Scacchetti

Hilary Scacchetti
Office Manager
The L.A Office


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Look for more blog posts in the future that will cover the partnership marketing industry across even more brand and entertainment categories. Additionally, for access to more partnerships and marketing opportunities, create a profile on MarketingPartnerships.com.

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