What Makes a Brand Collab Works?
What makes collaboration different from a single brand campaign? Brand Collaboration can sometimes be confused as partnerships. However when two brands unite and create a single product or campaign and done correctly, it sure can be a way to rapidly increase brand awareness and enhance the brand experience (Maria Bellissimo-Magrin, 2017). Aside from increasing brand awareness, brand collaboration can also reduce cost for both brands whenever the alignment of the brands are compatible.

One of the successful examples done in 2021 was McDonald’s and BTS’ Collaboration that even affected McDonald’s sales globally (Aaron Chow, 2021). The BTS Meal was released in several countries consisting of Chicken McNuggets, medium French fries, medium coke, and sweet chili and cajun dipping sauces. The success of this brand collaboration does not only stop until the collaboration period ends seeing that many of the customers resell the BTS Meal packaging. Given the outcome of McDonald’s and BTS’ brand collaboration, this indicates that brand collaboration sure does work. McDonald’s foreseeing this opportunity since BTS has one of the biggest fandom communities called ARMY. This strategy added a special value to a simple McDonald’s meal that can be seen as something really valuable to the communities then encourage and create the urge of buying the BTS Meal. Even though there is no guarantee that your brand collaborations will achieve success like McDonald’s and BTS’ collaborations, would you give a chance to this strategy for your brand?



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