The Internship: An Example of Excellent Cross-Brand Marketing

photo from

photo from

The Internship, a new movie starring Vince Vaughn and Owen Wilson, comes out this week. It’s about two men who are laid off from their sales jobs and decide to reinvent themselves as interns at Google. It looks like a typical goofball Vince Vaughn/Owen Wilson buddy film (which I’m sure I’ll watch at some point – I’m a sucker for slapstick humor), but what I really like about it is how they’ve been promoting it.

To get the word out about The Internship, Fox Studios has teamed up with other major companies to run contests where the winner gets an “internship” of his or her own. For example, Miller Lite is offering its winner a cross-country road trip full of beer-themed activities for him and three of his friends. ESPN’s “intern” gets to interview the stars of the movie. Rockstar Energy Drink is offering a trip to the premier of The Internship. And lastly, Jay Z is offering an internship that seems the most legitimate – his winner will run his YouTube channel for a week.

This cross-brand promotion is a great idea for all of the organizations involved because it gives all of the companies excellent exposure. Most of us don’t have the power to ask, say, Jay Z, to help us with our marketing, so kudos to Fox Studios for having the power and the smarts to do just that.

If you could team up with another company or entertainer for marketing purposes who would you choose and why?

Click below to watch The Internship’s trailer:


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