Question
Topic: Branding
Partnership With Ride Hailing Service
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Just a quick question. When a cellular operator partners with a ride hailing app for example verizon collaborates with lyft, and Verizon informs its customers they can use a discount code to get a free ride for instance or get a discount , what is this called?
For lyft, it would be an acquisition/engagement campaign but what is this for the cellular in this case where they are just providing value to their customers. What is this known in the “brand” space?
Not sure if I’m explaining my question right, so for Verizon this wouldn’t be a “brand awareness” campaign, they have no problems with that , say the discount voucher is “verizon50” for a 50 percent discount on your lyft ride. What exactly is this doing for Verizon? Does this fall under brand engagement? People having to type verizon50? I’m trying to figure out what this is called