Synergy Case Studies

 

Case study 1

Blackpink and Samsung

• The contract produced a new phone, watch, and earbuds. Samsung A80, Galaxy watch active, Galaxy buds black-ink.
• It was started in 2019.
• It benefits Samsung by introducing its products to BP fans, and benefits Blackpink by earning money and more exposure.
• Blackpink and Samsung are both one of the top dogs in their respective industries, which means that it will maximise exposure and financial gains. Both companies being South Korean may also make the synergy easier.
• The audience will benefit by being able to show support to their favorite artist by buying Samsung products which are made in the style of BP (black and pink colour scheme).
• More contenT
• More merchandise 
• Uses and gratification theory: personal identity, social relationship

Case study 2

BTS and UNICEF

• The synergy was started in 2017.
• They formed a program to help stop violence against children called Love MyselfIt produced a music specifically made for the program.
• BTS is a perfect candidate for UNICEF partnership, especially for this program because BTS’s audience comprises mainly of younger kids and adults, which means that the message they are trying to send will be easier to digest.
• BTS benefits by having its name right next to one of the largest intergovernmental agency, and UNICEF benefits by having new younger audiences.
• More content
• More merchandise