Читать книгу Marketing in the New Media - Holly Berkley - Страница 12

CBS co-branded their reality show with one of the biggest properties on the web, MSN, and partnered with an already established, well-known rock band, INXS. Between the two brands, the show was off to a strong start, with built-in credibility and reach (MSN technology and traffic) and existing interest (the INXS fan base).

Co-branding works when all parties involved benefit from the partnership. MSN and INXS benefited from the television exposure, while CBS benefited from the technological resources and huge exposure MSN provides to the online world. It was a win-win situation for all parties.