As the marketing and media landscape continues to evolve, we’re seeing more and more brands create strategic partnerships to drive customer engagement, subscriptions and sales.

Many of these partnerships are expanding beyond traditional affiliate relationships, and shared data and insights is helping drive true growth and profitabilty for partners.

In today’s roundup of online and partner marketing news and opinion, we look at some of the recent marketing partnerships from around the world – including mobile app Snapchat, and Discovery Communications, the media & entertainment company behind ‘Shark Week’ and and ‘Myth Busters.’

Snapchat Looks to Bring ‘MythBusters,’ ‘Shark Week’ Shows to App

Last week as reported by AdAge, Snapchat announced a partnership with Discovery Communications to develop content like “MythBusters” and “Shark Week” for the mobile screen. It’s all part of Snapchat’s strategy to offer a variety of content for advertisers to sponsor, and hopefully get people hooked into coming back more often. Discovery’s “MythBusters” was canceled last year, and it’s unclear what form the Snapchat version would take. However, the channel has been on the search for new talent to help relaunch the show on television. The Snapchat shows are still in development, according to a Discovery spokeswoman. Read the full story here.

Qantas serves up live sport, Foxtel, Netflix and Spotify on board

The nation’s airline has teamed up with a slew of media partners to offer flyers access to on-demand content including Foxtel’s entire catalogue – and even live sport, reports AdNews. In return the partners will of course gain more subscribers and app downloads for those that don’t already use their services. On Wi-Fi enabled domestic flights, Qantas customers will be able to watch their favourite shows, listen to almost any song they like and tune into real-time sport with Foxtel, Netflix and Spotify now on board. Read more here.

Tesla signs Nordstrom-like deal with Myer in Australia to expand its retail presence

Last year, Tesla launched a novel retail partnership with Nordstrom to sell its vehicles in a section of the high-end fashion store. It started by opening a small retail gallery in the Nordstrom store at The Grove in Los Angeles and later expanded to other Nordstrom stores in the U.S. The automaker is now making a similar deal in Australia with Myer, the country’s largest department store, reports Electrek. Like with the Nordstrom stores, a Model X will be displayed and people will be able to discuss with a Tesla Product Specialist and arrange for a test drive or even order the vehicle directly. Read more here. 

The LEGO Batman Movie Reveals the LEGO Brand’s Growth Potential

With over $55 million in tickets sold at the box office since its Feb. 10th release, The LEGO Batman Movie is helping keep LEGO in the top spot as the world’s “most Google-able brand.” While the movie franchise is doing great things for LEGO’s bottom line, while spanking the bottom line of 50 Shades Darker, the buzz is helping the brand become relevant in ways that seemed impossible just a dozen years, ago when the Danish toy-maker was on the brink of bankruptcy, reports Brandchannel. Read the full story here.

Autotrader, Kia capitalize on NBA All-Star Weekend festivities

Autotrader used NBA All-Star Weekend as a springboard for its latest ad campaign, reports Automotive News. The third-party shopping site debuted a 60-second spot during last week’s All-Star festivities on TNT. As cars sit lonely on dealer lots with sad music playing in the background, the narrator asks viewers to save a car by using the site’s “save car” feature. The “save car” function enables shoppers to get deal alerts on any device for the vehicles they’ve saved on the site. The notifications, which consumers get even when they’re not actively searching for a vehicle online, include updates on price drops, cash back offers and other promotions. Read more here.

What are some of the most innovative marketing partnerships you’ve seen recently?

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