Unilever's Arden cross-promoted with
CBS to reach their joint customer base of women. To
introduce Arden's perfume with Elizabeth Taylor's "Black
Pearls," Ms. Taylor made cameo appearances on four CBS shows
on February 28, 1996. The night began with "The Nanny,"
where a character loses the priceless black pearl necklace
she's supposed to deliver to the location of the Black
Pearls commercial. The necklace later turns up on "Can't
Hurry Love," only to be stolen again. Murphy Brown then
interviews Ms. Taylor about the missing jewels. By the end
of "High Society," the case of the missing jewelry is
solved.
Sometimes the cross-promotions that
happen between different industries work so well one company
actually buys the expertise of the other and opens an outlet
incorporating both. Two oil companies did this. When you
visit a gas station these days, it's often not just to buy
gasoline. You can mail letters or buy a latte or a
microwaved burrito. Texaco began franchising its gas
station/convenience stores, called Start Mart. Exxon's first
Tigert Express store is bigger than some 7-Eleven stores and
twice as big as Exxon's standard convenience stores.
Benetton and Motorola rolled out an
elegant line of pagers as "fashion accessories." The
cross-promotional partners' vision is to make the humble
pager a fashion statement, with customers wearing matching
clothing and pagers on their belts. Motorola persuaded
Benetton to license its name and provide "creative
consultation" to Motorola's paging division, which
manufactures the new devices. Pagers, in colors ranging from
"raspberry purple" to "buttermilk" will be advertised on
Benetton models will have the United Colors of
Benetton slogan stamped on them.
Over the Christmas holidays, AT&T
partnered with Ronald McDonald House, offering those who
switched to AT&T's "True Reach" plan a 25% savings on
calls plus a $10 AT&T donation to Ronald McDonald House.
American Express and Mobil target
small business owners with an American Express Corporate
Card for Small Businesses to save 8%, credited on their
card, when purchasing gas at Mobil stations.
Microsoft and the Covey Leadership
Center are cross-promoting a software program for the
Windows 95 operating system -- Microsoft Schedule+ With
Covey's Seven Habits -- to be incorporated into Microsoft
Office and Microsoft Exchange. In keeping with Covey's
"First Things First" and goal-setting philosophy, the
program will support routine scheduling functions and
include features for entering and editing personal-mission
statements and for setting and balancing life goals.
American Airlines cross-promoted with
Oxfam America by placing a donation envelope in the flight
magazine to make it convenient for flyers to donate their
FlyWrite tickets to Oxfam. World Perks members who
contribute at least $50 or a FlyWrite ticket to Oxfam earn
500 WorldPerks bonus miles.
Wells Fargo Bank and the National
Association of Women Business Owners (NAWBO) cross-promoted
to reach their mutual market of women entrepreneurs. Wells
Fargo allocated a loan program targeted just to that market,
which both NAWBO and the bank publicize.
GTE Mobilnet, Sprint Cellular, and
AAA cross-promoted to middle-aged drivers with "Auto Club
Cellular" phones that offer a "direct link button to AAA
Emergency Road Service."
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