It’s been a complicated year for advertising, punctuated by a slow first half of the year followed by better growth in the back half. Limited budgets mean brands have had to get creative. One form of creativity has been partnerships from names both big and small. Here are five that caught our eye.
Stepping in after the TikTok success of the Grimace Shake over the summer, Crocs teamed up with McDonald’s earlier this month to make shoes dedicated to Grimace, as well as the Hamburglar, Birdie the Early Bird, and the red and yellow motif the fast-food franchise is known for.
Why it works: Kitschy collabs are in.
Airbnb offered a free stay hosted by Ken (Hi, Ken!) at Barbie’s Malibu Dreamhouse. The move built buzz for both the “Barbie” movie and the booking platform.
Why it works: It was a Barbie girl summer.
Ad tech company The Trade Desk and grocery intermediary Instacart teamed up in October to improve the latter’s retail media offerings through improved metrics.
Why it works: Retail media data is in demand.
Meta is allowing Amazon shoppers to buy products on Facebook and Instagram without leaving the platforms.
Why it works: Both brands are massive.
Superstar Taylor Swift’s romantic partnership with NFL player Travis Kelce isn’t exactly a brand collab, but marketers have certainly been viewing it that way. Brands like State Farm and Arby’s have built campaigns around the couple’s publicity.
Why it works: It’s a love story, baby.
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