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Transmedia Marketing by Anne Zeiser

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CHAPTER 19Strategic Partners

When developing and promoting a transmedia project it is important to understand your strengths and weaknesses vis-à-vis your expressed goals. One of the best ways to shore up expertise in your weaker areas is to forge partnerships with entities that are experienced and have a track-record in that arena. Rather than reinvent the wheel, it’s often smarter to leverage another organization’s existing know-how, clout, and infrastructure.

In January 2009, the inauguration of President Barack Obama became the largest live cross-platform event in history. CNN partnered with Facebook, marrying a traditional news brand with a vibrant social community, giving CNN an advantage for the major media event. CNN was the most watched ...

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