Cross-promotion can be a powerful tool. McDonald's promotion of a new Disney movie with Happy Meal toys can lead to more buzz for the film, creating bigger box office numbers, leading to even more Happy Meal sales. Sometimes, though, the rationale for such alliances is somewhat less clear. Ford
At first blush, Ford's latest marketing initiative also seems a bit off the mark. The automaker announced today that it is linking up with energy giant BP
Still, if anyone benefits from the alliance, it will be Ford. BP heavily promotes its efforts in developing more environmentally friendly energy technologies. TV spots regularly remind viewers that BP is one of the world's largest solar concerns, and the firm's website is plastered with information on the firm's innovation in the areas of cleaner fuels and eco-friendly energy. Even BP's green and yellow logo evokes a sense of harmony with nature.
Ford is keen on being associated with innovation in environmentally friendly technologies, a trend that appears to have become fashionable of late with such firms as General Electric
Dell is a Motley Fool Stock Advisor recommendation.
Fool contributor Brian Gorman is a freelance writer in Chicago. He does not own shares of any companies mentioned in this article.