Synergy means: When two companies or brands come together in order to joint produce and/or distribute and/or exhibit. Cross promotion of a product or service i.e., you see the service across multiple media forms, subsidiaries and channels.
It is effective because: It means that the influence, reputation and experience of the brands and companies is added together.
Synergy also allows especially in the technological age it means that independent companies can cross promote their products online.
Hunger Games started as a book. Was adapted into a film in 2012. Social media made the branding of the franchise even bigger.
Facebook/Twitter -
Profile picture was poster of most recent film, trailer, poster, links to fan art.
The author retweeted and reshared posts
The actors retweeted and reshared posts. Behind the scenes footage.
Feeding America -
It links to The Hunger Games because a main part of the narrative is surviving and hunting your own food. A nice way to create awareness by working with this kind of organisation.
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