Publication date: 29/12/2015
Co-branding emerged in the 1990s as an effective method for increasing audience reach and exposure through brand collaboration. The strategy continues to be effective as companies embrace marketing through digital platforms and social network. One such example is a collaboration between McDonald’s Spain and Warner Bros Picture which promoted the release of a movie via Facebook. The result was a creative and carefully planned online strategy which quickly went viral among followers of both brands spanning the social networks.