brandknewmag.com
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EPL trumps every other league in Asia by a million to one.
That includes La Liga because they like the variety of teams
in the EPL over the two dominant teams in La Liga. Bayern
Munich have reached out to Asia through football schools
in Indonesia and have in the past done tours of places like
China but they didn’t do anything this year for example.
Unlike the La Liga giants and most of the EPL you don’t
see people wearing Munich tops here in Asia. I once saw
someone where a Dortmund shirt but they were German.
the World” campaign.
I can see what Bayern Munich get out of this partnership.
Money and marketing and the ability to have their tickets to
be sold globally. Starwood presumably think that they can
sell accommodation off the back of the partnership but I
think it’s a struggle in terms of brand reach of Bayern Munich
and appeal in Asia.
The second part is that the Hard Rock global network of
venues acts as location for Linkin Park Underground (their fan
club) members to meet up across the world. In a quite clever
move on both sides Linkin Park promote the event through
social media and arrange for videos to be shown along with
an exclusive episode of their video blog. Although no Linkin
Park member is there fans feel connected and closer to the
brand as a result of meeting other fans and going to an
official event.
The Hard Rock Café always strikes me as a brand that people
who drive Harley Davidson’s visit. Old Americans with too
much time and money on their hands trying to recapture
their youth. So it’s surprising that Linkin Park have chosen
them as a partner. The partnership works in a couple of ways.
Firstly Hard Rock act as a distribution partner for the launch
of the limited-edition Linkin Park t-shirts benefiting Music for
Relief and “Power the World” initiative to create awareness
that over a billion people in the world don’t have any power.
The exclusive t-shirt line features artwork by Linkin Park
member Mike Shinoda. A portion of the retail price from
sales of the t-shirts will benefit “Music for Relief”, a nonprofit organization founded by Linkin Park, and its “Power
Linkin Park and Music for Relief launched Power the World to
raise awareness about what it means to live without energy
access and to highlight innovative clean energy solutions.
Linkin Park’s latest single “A Light That Never Comes” was all
about this issue and they used gamification to market it and
raise awareness for “Power the World” through parts of the
gamification rewards.
Hard Rock clearly benefit as the events tend to be done
on off peak days and the fans spend money on drink and
food. Once fans try the venue they may also be back and
recommend the venue through social media to their friends.
It’s a way for Linkin Park to engage fans without having to tour
the same city. With Hard Rock having global outlets it allows
Linkin Park to cover the world by using content engagement
and increase fan loyalty in the process.
Partnerships really do make brands sexy and