Yesterday I wrote about how AirBnb partnered with Disney to celebrate the 95th anniversary of Winnie-the-Pooh.

Brands often partner with each other to offer complementary services.

For example, fuel brands partner with gas stations to offer customers a chance to make quick purchases when stopping for gas. 

But AirBnB and Disney’s partnership is a great example of how two very creative brands joined forces to make:

1. A marketing statement
2. The customer smile
3. Us love them both!

Customers weren’t asking for a home just like Winnie’s. They never asked for such a service.

That’s why partnerships shouldn’t just be considered for complementing services, but also for creating marketing impact.