Cross-promotion is a form of
marketing promotion where customers of one product or service are targeted with promotion of a related product. A typical example is
cross-media marketing of a
brand, for example
Oprah Winfrey's promotion on her television show of her books, magazines and website. Cross-promotion may involve two or more companies working together in promoting a service or product, in a way that benefits both. For example, a
mobile phone network may work together with a popular music artist and package some of their songs as exclusive
ringtones; promoting these ringtones can benefit both the network and the artist. Some major corporations, for example
Burger King, have a long history of cross-promotion with a range of partners (see
Burger King advertising). The
Disney Channel has also made extensive use of cross-promotion.
Movie tie-ins are good examples of cross-promotion. On occasion, badly planned cross-promotions can backfire spectacularly such as 1992
Hoover free flights promotion fiasco.