By Tamara Gillan

Morecambe and Wise. Bette Davies and Joan Crawford. Aerosmith and Run DMC. Collaborations have always created magic in the world of entertainment.

Today, collaboration means brands coming together to create magical customer experiences. From Uber and Spotify creating musical rides, to Red Bull and Go-Pro capturing adrenalin rush experiences to entertain their customer bases, partnerships that combine an entertainment brand with one from a totally different sector are on the increase.

Making less entertaining brands more exciting

For brands on the less entertaining end of the scale, tapping into customers’ passions (which are often film, or gaming and/or music) is a smart way Read full story ›

Source: The Drum