SYNERGY: CASE STUDIES

Rihanna x Black Panther 2: Lift Me Up

Benefits for Rihanna:

• Being nominated for her first Oscars “Best Original Song”and other awards
• Her first solo output since 2016
• Promotes and hypes Rihanna
• Opens new market for Rihanna
• 25 million spotify streams in a single day

Benefits for Black Panther

• Title song and tribute
• Her MV of “Lift Me up” features scenes of Black Panther - promotion
• More star appeal from Rihanna
• Tribute song for Chadwick Boseman 
• Opens new market for Black Panther

Benefits for Audience

• More content
• Uses and Gratification Theory
• Personal Identity (role model)
• Social Relationship (discuss with other fans, building relationship)

Why Black Panther chose Rihanna

Coggler mentions Black Panther 2 to be a tribute for Chadwick. Only Rihanna can compete with Kendrick and achieve the meaning they want to pursue

Blackpink x Oreo  

Benefits for Blackpink:

• Can introduce themselves to new markets
• Promotes their personality and character
• Expand their branches outside of music 
• Focus their promotion in Asian market
• TIME’s 2022 Entertainer of the Year

Benefits for Oreo:

• Sold in higher prices than normal Oreos 
• A lot of attention given to Oreos
• A lot more sales happening 
• Promotion of Oreos on various social medias
• Opens various branches eg. Tiktok challenge
• Star appeal

Benefits for Audience:

• Fans of Blackpink may earn their photocards and signatures
• Personalized video from each members
• Collectibles and events