Synergy refers to two or more entities working together to achieve a greater effect than if they acted independently. It is a marketing strategy used to maximize coverage and impact for a brand. An example is Electronic Arts promoting their FIFA World Cup 2010 game through a partnership with Coke, where Coke cans had codes unlocking FIFA game content, benefiting both companies. Related products from movies and games also create synergy, with audiences interested in one driving interest in the other. Companies release similar products and information simultaneously to concentrate marketing efforts for maximum impact.

1. Synergy
The interaction of two or more agents (media organisations or products) to ensure a larger effect
than if they acted independently.
Synergy is primarily a marketing strategy designed to maximise the amount of coverage and
impact of any exposure the brand/product/game etc will get at specific time, but it can also be
seen in terms of distribution and production.
Example
Cross promotion
When Electronic Arts where launching their World Cup 2010 game they had a cross promotion
with Coke. The idea was that special cans of Coke had codes printed on them, that when entered
in the FIFA game would unlock new game content (specifically new player celebrations).
This is synergy as Coke get exposure as the football fans choice of drink and Electronic Arts get
spread the word about their World Cup game to greater amount of people. Coke win, EA win.
SYNERGY!
Related products
Companies can achieve synergy by creating a variety of linked products. This always happens for
big budget films so when the new Spider-Man film comes out you get toys, duvets, games,
comics, annuals, costumes etc.
All these products help each other to sell or have a greater impact – so the blokes who love the
film get the game, the kids who love the toys want to see the film.
Simultaneous release
For companies that have got similar products coming out it makes sense for the release dates to
be the same so the marketing push can be schedule for one big launch.
In marketing it makes sense to release information at similar times – so give information to a
website, release a trailer for youtube, give a feature to a magazine – make it all happen in the
same week to maximise the impact of the coverage.

2. Things to think about when reading the Red Dead Redemption Prezi.
Which companies did Rockstar do promotions with? How was it beneficial to both Rockstar and
the other company?
Which artists/celebrities did Rockstar associate themselves with?
How can you relate the idea of synergy to the release of Red Dead Redemption?
What Red Dead related products did Rockstar release? Did they have a significant impact on the
release of the game?
How did Rockstar use synergy when releasing information for the press?