GUITAR HERO PUTS THE BOOT IN

Thought that this was a lovely collaboration: Guitar Hero x DM limited editions.

Classic 14 hole DM boots with an extremely subtle (so subtle you wouldn't know unless you were an "insider") guitar logo across the back.

But it also got me to thinking that if experiential might've been en vogue a couple of years back and that it's now all about social meeja, maybe PR agencies should be thinking more about taking a lead in putting together these kinds of partnerships for their clients.

As brands become more social and as so many have huge fan bases or communities (whether online or off), so a smart partnership provides a way of sharing those fan bases and a way for both brands to benefit as a result.

So, in this case, Guitar Hero makes DM contemporary and "now" and helps them access a younger generation of rockers, keeping the brand modern and transitioning it into Generation Y, so DM gives Guitar Hero an aura of rock legend credibility and endorsement.

It's a funny thing, but we seem to be working on a lot more of this kind of activity for a couple of our clients at the moment. But it feels to me like we should be doing more of it.

A smart brand partnership, where there is something to be gained for both partners, means that each can create and access the other's consumer base (whether online or off), new and surprising (and therefore newsworthy) things can be created and the world starts to look a happy place.

Sure, there have already been some stunners (Nike+ with Apple springs to mind, H&M or New Look working with designers and style leaders likewise).

But it also feels to me like PR agencies should be at the forefront of these kinds of partnerships. We're a bunch of people who are tactically minded, we understand relationships and how they can be forged to mutual benefit and we ought to know how to make these kinds of partnerships work hard for all parties.

I reckon that this is going to be an area that we really should be watching and developing our skills in, because done well, it ought to be one in which we have a lot to offer, skills-wise.

Comments

[Rob Mortimer]

Love it. Love it.