The Ultimate Cross Platform Promotion! It's Not Only Unique But A Mile High In the Sky! - Steve Blacker - MediaBizBloggers

Cross platform promotions are in their infancy as major non media companies discover how to use their unique branding assets. Consider the following:

1. Taylor Swift is releasing her new album "Speak Now" next week. As most major artists do she will appear on all the major TV talk shows such as Today, Late Show with David Letterman, and Live with Regis and Kelly.

2. Taylor Swift is also doing something totally different and highly innovative in a cross platform promotion with Jet Blue. Two days after the album is released she will perform five new songs from her album on a temporary stage at Kennedy International Airport for 30 Jet Blue contest winners and anyone else passing by. The performance will be video taped. It is all part of a Jet Blue's effort to promote their new terminal with a "Live From T5" concert series.

3. By joining forces both Taylor Swift and Jet Blue benefit from the many cross-platform opportunities that will generate millions of exposures. The first was a promotional contest featuring Taylor Swift and promoting her new album whereby thirty or so winners get to see Ms. Swift perform at 30,000 feet on a charter Jet Blue flight to Los Angeles. That concert will also be video taped.

4. Jet Blue will then promote Taylor Swift's new album by featuring the videos for a minimum of two months on its in flight entertainment network. Plus Ms. Swift will be featured in a brief commercial that runs and cannot be turned off after takeoff.

5. Whether Jet Blue or Taylor Swift benefit the most is irrelevant. What matters most is that both are benefiting at practically no cost. Everybody's done Letterman and Regis but performing at an airport terminal and at 30,000 feet creates a great deal of buzz because it is so unique and random.

6. Most importantly, the cross promotion is a natural fit because Jet Blue positions itself as a younger, hipper airline brand. Who knows what's next? But creating cross promotions that consumers do not expect and in ways that truly bring them something extra is an opportunity to have your brand stand out.

7. Might Home Depot produce a cable show in conjunction with House & Garden TV that could be repeatedly shown in all its stores? Or might Time Inc. magazines team up with Telemundo to create a special cross promotion to Hispanics next September during Hispanic Heritage Month both in print, on TV and digitally?

Steve's new book You Can't Fall Off The Floor - The Insiders' Guide to Re-Inventing Yourself and Your Career chronicles his 50 year career working for over 25 different companies with 189 lessons learned and insider tips from Gayle King, Cathie Black, Chuck Townsend and 28 others; Blacker is still going strong today as a partner in Frankfurt & Blacker Solutions, LLC. His web site is blacker-reinventions.com and e-mail address is blackersolutions@aol.com

Read all Steve’s MediaBizBloggers commentaries at Steve Blacker - MediaBizBloggers.

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