Making brand collaboration work: Lessons from Sky and Disney

This event report outlines how Sky, the broadcasting and telecommunication company, and Disney, the mass media company, successfully collaborated on a promotion for Sky's broadband product in the UK.

Making brand collaboration work: Lessons from Sky and Disney

Brian CarruthersWarc

The most effective brand collaborations are more than a mere badging exercise and a good brand fit between the parties involved helps greatly. Sky and Disneymedia+ offered a good example of this process in action at Marketing Week Live, held in London in June 2014.

The route to a campaign that left both sides enthusing effusively about the partnership had a slightly fortuitous beginning. Sky had previously enlisted Hollywood celebrities – Al Pacino, Bruce Willis and Jennifer Anniston – in a series of ads for its Sky Broadband...

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