Synergy is cross promotion of a brand or service in more than one place, created by horizontal integration. It allows conglomerates to promote across all their subsidiaries. Synergy also allows prosumers and independent companies to cross promote products online E.G. social media.
The Hunger Games
Was adapted from a book series into a movie in 2012
FACEBOOK: They had a social media page on Facebook (made by WarnerBrothers): release dates, trailers, posters, links to fan art. Authors and actors reposted and re-shared content on Facebook and twitter. Actors also posted behind the scenes footage.
Feeding America: Synergy/Collaboration to create awareness.
Its use of social media was able to enhance the brand.
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