Dominos and Live Nation’s new brand and commercial partnership is a great example of both a marketing and a commercial brand partnership.
Not only will Dominos have exclusive retail rights at Live Nation’s outdoor concerts but they have secured the marketing rights to leverage the Global Gathering brand in Domino's customer emails and social marketing.
Both brands will benefit commercially and from a brand partnership point of view it makes logical sense. From a lifestyle brand fit it makes sense to the consumer who will benefit by getting great pizza while watching their favourite artists.
There should be more quid pro quo partnerships like this, especially in the current financial environment – it’s clever marketing.
http://www.marketingmagazine.co.uk/news/921514/Dominos-Pizza-ties-Live-Nation-summer-concerts-push/
