Kiya Persad
AS Media Production and Communication
Sony and Synergy
Synergy - when two companies come together to cross promote their products.
SONY is a global conglomerate founded in 1946 in Japan.
Beyoncé, who is signed to Columbia Records - which is a subsidiary of Sony, endorsed some of H&M’s female clothing products in 2013 and her music was in the advert for this range. This shows synergy as the two companies (SONY and H&M) came together to promote their products. It allows Beyoncé to be promoted through adverts on TV and posters, and H&M to promote their clothing line through fans of Beyonce and through the general celebrity endorsement of the products. Both Beyoncé's music and her image were promoted in these adverts, which also promoted the products and the brand H&M.
SONY also cross promoted her with Pepsi in 2013. This promoted her upcoming tour on the posters for the advert and her music was used in the advert. In the advert she is seen drinking Pepsi which endorses the product of Pepsi as the footage shows the logo on screen. This is subtle but allows the audience to see the product being promoted clearly along with the use of celebrity endorsement from Beyoncé.
Beyonce Horizontal Intergration.