28th October 2015

Top 5 Brand Partnerships

This week we are taking a look at 5 of the most exciting brand partnerships and how consumers will benefit.

1. Google & Luxottica

Google Glass came out in 2013 and was met with very mixed reviews from the public. Many people branded people who wore them as “Glassholes”, because of the ridiculous look of the eyewear. Google has since partnered with Luxottica, which includes brands such as Oakley and Ray-Ban, to design better looking glasses that can also support prescription and sunglasses lenses. The new concept designs are set to be released at some point in 2015. Have a look at some of the Ray-Ban designs:

2. Vice & Intel

In 2012, Vice and Intel came together to change the way the youth of the world interact with technology. They launched ‘The Creators Project’ – a global celebration of art and technology, which supports visionary artists across multiple disciplines who are using technology in innovative ways to push the boundaries of expression. The project covers Music, Video, Gaming, Fashion, Film and Live Events. The YouTube channel they launched in 2012 garnered 135,000 subscribers and 16 million views in less than a year and has seen a historic lift in the brand perceptions in their target youth segments.

3. Apple & Nike

Apple and Nike first partnered in 2006 with the Nike+iPod collaboration, a wireless system that allowed the Nike+ footwear to connect to the iPod nano for the ultimate personal workout experience. But in a recent interview Nike CEO and President, Mike Parker, discussed his thoughts on wearable technology and hinted at a possible collaboration in the pipeline with Apple for consumers in the not-to-distant-future.

4. Spotify & Uber

In 2014, Uber and Spotify launched their new partnership that allowed consumers to sync their accounts so that they could play their music during rides. It was the first time that Uber have really personalised the experience of a car journey, and the deal has helped Spotify – currently with 50 million active users – to appeal to younger audiences, who have been by far the most willing to take up Uber.

5. GoPro & Red Bull

Probably the most exciting brand partnership of the last few years is this one. How do Red Bull capture all of their amazing stunts? How do GoPro get their funding to sponsor such well-known athletes? The two action sports brands have benefitted enormously from using each other’s grip on their respective markets. The result has been total domination of the adventure/action sports landscape from the two brands and they have collaborated to produce some fantastic content along the way. The video below is a perfect example. The Red Bull Rampage is something that wouldn’t be nearly as successful if not for the way that the public can view the ride from the rider’s point of view.

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