Giving a Push, Gaining Momentum

Twenty years from now, when a biographer asks UK band Summer Camp to tell the secret of how they gained such fame, the band members might answer that it's all because of make-up.

Not because of anything distinctive about their own make-up, à la KISS, but because of a promotional partnership with UK retailer Boots' cosmetics brand, 17. 17 Cosmetics selected Summer Camp as the first band featured in its latest campaign, which pairs an exclusive song by an up-and-coming band with each of 17's new cosmetic products.

Consumers receive access to the music video for Summer Camp's new single "You Might Get Stuck On Me" by liking 17's Facebook page, which also shares information about the band (an "indie-electro" duo who are "totally inspired by movies like The Breakfast Club and 80s American teen culture"), and offers a free download of the song for those who share the page with their friends.

"You Might Get Stuck On Me" was written by Summer Camp especially for the 17 campaign, and is being co-branded with 17's new Magnetize Nail Polish, which is fitted with a magnet. (Get it?)

The campaign is an example of how helping one b(r)and get started can help build momentum for two brands.

For any new band, one of the biggest challenges is spreading exposure and gaining a following. By partnering with an already-established brand (retailer Boots and their cosmetic line 17), Summer Camp gets its music in front of potentially hundreds of thousands of customers, who might become fans. Boots, in turn, increases its relevancy and "cool-factor" by becoming a music maven who introduces its young customers to the next major artists (giving customers the prestige of being some of the first fans of the next great band, should the band go on to achieve success).

Thus, a little partnership brings worthy content to consumers, and improves brand awareness and reputation for both partners. Sounds like a hit to me.