Making brand collaboration work: Lessons from Sky and Disney

Brian Carruthers

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 product. The idea to use characters from Disney's Toy Story film franchise in the Demand More campaign came about after its agency, WCRS, wrote a script featuring Woody, Buzz Lightyear and the rest of the crew to demonstrate the Sky Fibre product aimed at multi-user households, which Sky then pitched to Disney.