The 6 Most Popular Value Propositions for Strategic Partnerships—and How Iconic Brands Leverage Them
Michael Lamberty - 2025
Strategic partnerships are vital for businesses aiming to amplify their reach, engage audiences, and deliver value in unique ways. At their best, these collaborations spark viral moments, foster loyalty, and create new revenue streams. Here are six key value propositions brands should aim for in partnerships, illustrated by McDonald’s, Fortnite, and the NFL—three organizations that consistently push the boundaries of innovation in this space.
McDonald’s long history of brand partnerships exemplifies how to build enduring awareness. From its Monopoly promotions to its tie-ins with blockbuster movies like Batman or Minions, the brand has masterfully used commercials, limited-time food offerings, and merchandise—like Happy Meal toys—to make a cultural impact. These partnerships don’t just sell products; they create stories customers share across generations. Social media campaigns amplify this, with fans showcasing retro toys or lining up for exclusive meals.
1. Increased Brand Awareness
Fortnite has redefined how gaming platforms approach partnerships. Originally a battle royale game, Fortnite has evolved into a sandbox platform, inviting developers and creators to build custom mini-games within its ecosystem. These user-generated experiences often reflect partnerships with brands like Nike, which created immersive experiences for sneaker enthusiasts, and Travis Scott, who delivered a virtual concert that drew millions of viewers. This model turns players into partners, creating opportunities for cross-promotional content and organic UGC as fans share their creations.
2. Access to New Audiences
The NFL’s collaboration with Verizon offers a blueprint for elevating customer engagement through partnerships. Verizon brings innovative technologies like 5G to NFL stadiums, enabling fans to enjoy faster connectivity, augmented reality experiences, and exclusive in-game stats via the NFL app. Additionally, Verizon has sponsored influencer-driven campaigns, experiential fan zones, and Super Bowl-specific activations, creating an ecosystem where fans feel directly connected to the game. Social media platforms come alive during these moments as fans share their immersive experiences.
3. Enhancing Customer Experiences
Limited-time food collaborations have become a McDonald’s signature strategy for boosting revenue. The Travis Scott Meal and Cactus Plant Flea Market Happy Meal were wildly successful, tapping into nostalgia and celebrity culture. The Travis Scott Meal alone generated over $20 million in sales while inspiring viral content on TikTok and Instagram. Fans turned simple orders into moments of connection, sharing videos of themselves saying, "You know why I'm here," as part of a larger cultural phenomenon.
4. Driving Revenue
Fortnite’s partnership with Balenciaga set a new standard for bridging gaming and high fashion. By introducing designer skins and in-game events, Fortnite positioned itself as more than a game—it's a cultural platform. This partnership showcased Fortnite’s ability to embrace multiple audiences, from fashion-forward players to high-fashion enthusiasts, with UGC like screenshots, gameplay videos, and IRL purchases bridging the digital and physical worlds.
5. Building Brand Credibility
The NFL continues to innovate content opportunities through strategic partnerships. The recent Toy Story-themed broadcast, created in collaboration with Disney, reimagined a traditional football game as an animated event, appealing to younger audiences. Similarly, the NFL’s work with Verizon on experiential fan events and live-streaming partnerships has opened avenues for fresh content, from real-time highlights to behind-the-scenes action shared on social media. These efforts bring in a broader audience while inspiring fans to share their own experiences.
6. Creating New Content Opportunities
Partnerships rooted in specific value propositions can drive both immediate impact and long-term growth. McDonald’s relies on nostalgia, storytelling, and limited-time offers to dominate cultural conversations. Fortnite has transformed into a collaborative sandbox where any developer can create within its ecosystem, as seen with Nike’s Airphoria experience and Ariana Grande’s Rift Tour. Meanwhile, the NFL’s strategic partnerships with brands like Verizon show how technology and experiential marketing can reshape fan engagement.
Partnerships Rooted In Strategic Value Propositions
As strategic partnerships continue to evolve, how can brands maintain authenticity while scaling their efforts? Could new technologies like AI, AR, and the metaverse enable deeper, more interactive collaborations? For example, what role might AI-generated content play in enhancing user participation or furthering UGC opportunities?
What value proposition resonates most with your brand’s goals, and how can partnerships push the boundaries of what’s possible in content creation? Let’s explore the future of collaboration together.