Brand partnerships are a powerful way to expand your reach, attract new audiences, and create memorable experiences. While collaborating with companies, brands, or influencers within the same industry is the obvious choice, sometimes the most unexpected partnerships yield the most exciting results. These collaborations help brands break into new markets and engage audiences in fresh, creative ways. At Presso Network, we love spotting clever partnerships, and we've found five standout examples that show how thinking outside the box can pay off.
1. Victorinox and Nespresso: Sustainability in Action
In 2018, Victorinox teamed up with Nespresso to create a limited-edition Swiss Army knife made from recycled Nespresso aluminium capsules. This eco-conscious collaboration brought together two iconic Swiss brands with seemingly little in common. The partnership not only produced a functional, sustainable product but also raised awareness about the importance of recycling aluminium.
Event Insight: Think about how you can align with brands that share your values. If sustainability is important to your attendees, consider partnering with eco-friendly suppliers or incorporating green practices into your event app and website.
2. Uber and Spotify: Personalised Experiences
In 2014, Uber and Spotify partnered to let riders personalise their journeys by choosing music directly from their Spotify app. Passengers could select a playlist while booking their ride, so their chosen music was playing when they entered the car. The partnership enhanced the user experience for both platforms and positioned Uber as an innovator.
Event Insight: Personalisation matters. Event apps can offer personalised agendas, networking recommendations, and even music playlists to create a more immersive and tailored event experience.
3. KFC and NASA: Viral Creativity
In 2017, KFC partnered with NASA to launch their new Zinger sandwich into space. Yes, they actually sent a chicken sandwich to the edge of Earth's atmosphere. The bizarre stunt grabbed global media attention and highlighted NASA's technology while promoting KFC's new product.
Event Insight: Don’t be afraid to get creative. Could you partner with a brand known for innovation to launch a quirky marketing campaign that draws attention to your event? Unusual ideas often lead to the most memorable experiences.
4. Levi’s and Goodwill: Social Impact
In 2015, Levi’s joined forces with Goodwill to promote clothing donations during the holiday season. Levi’s distributed donation boxes in their stores, encouraging customers to donate clean, gently used clothes. For every box donated, Levi’s donated $5 to Goodwill, demonstrating their commitment to sustainability and social impact.
Event Insight: Partnerships that support a cause resonate deeply with audiences. Consider collaborating with a charity relevant to your event’s theme, whether that’s environmental impact, community building, or social equity.
5. Aloft Hotels and Charlie's Angels Animal Rescue: Heartwarming Engagement
In 2014, Aloft Hotels partnered with Charlie's Angels Animal Rescue to place adoptable dogs in their hotel lobbies. Guests could interact with the dogs and even adopt them. The initiative brought media attention to both the hotel and the rescue centre while finding homes for dozens of animals.
Event Insight: Find ways to create emotional connections. Interactive, heartwarming experiences can leave a lasting impression on attendees. Could you partner with a local organisation to offer unique, feel-good moments during your event?
Key Takeaway: Partnerships with Purpose
These partnerships show that innovation often comes from the most unexpected collaborations. For event organisers, the lesson is clear: look beyond the obvious and consider brands outside your industry that align with your values or goals. A creative partnership could enhance your event experience, attract new audiences, and even generate valuable media attention.
The digital age has made it easier than ever to connect with potential partners. Whether you're collaborating on a co-branded app, hosting a joint webinar, or creating immersive event experiences, the possibilities are endless.
Need help integrating digital networking tools into your next event? Presso Network specialises in building event apps, websites, and digital strategies that enhance attendee engagement and networking success. Get in touch to learn more! 🚀