[Media Actually] Beyond Product to Content, the Secret of the Trend Keyword 'Collaboration'

Content Curator Dr. Sophia Seo's [Media Actually]
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Published : Thursday, June 21, 2018, 10:11 pm
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At the local elections held on June 13th, MBC borrowed the format of the FM Radio's leading program, “Bae Cheol-soo's Music Camp”, to broadcast the election. In fact, it is the first time to bring the format of music program, while broadcasters have made various efforts to provide the voters with fun and information in ballot-counting broadcast so far. It was a successful collaboration of a music program and election broadcast.

'Collaboration' refers to collaborative work that a heterogeneous corporation carries out with a certain goal to convey a new experience to users, and it is actively appearing mainly in 'products'. In fact, product collaboration has already become a successful marketing technique as it is no exaggeration to say that collaboration products have been the driving force behind 'camping phenomenon', which is the phenomenon that some consumers line up overnight to purchase 'limited edition' products.

Recently, however, the phenomenon of 'collaboration' has been emerging in 'content' beyond the scope of products and services. This is because it shows more positive effect on recognition and sales when working as a collaboration than working alone. Typically, in 2011, the luxury brand Versace collaborated with the SPA brand H&M, and the collaboration gained huge popularity around the world that it is called ‘Battle of Versace’. As collaboration is considered to be a successful marketing trend, recently, there is a tendency to try collaborations in various fields such as food and medicine. However, in fact, although the probability of failure is very high as the probability of success is high, the failure of collaboration is not likely to be discussed.

If so, what kind of rules are hidden in one that determines the success and failure of the collaboration? The core of collaboration is, above all, in 'expansion of experience'. Here, the expansion of experience means the depth and breadth of experience. While most think of collaboration as a new experience created by meeting between different domains, in fact, successful collaboration should upgrade the experience of each domain, which means it should provide a deepening of the experience. For example, through collaboration between A product and B product, the positive experience with the A or B product should not be reduced or eliminated, but rather should be multiplied.

Next is the expansion of the area of experience. By meeting different areas, a new experience that could not be created by each area should be felt. In other words, the combination of A and B must provide a different value, such as C, rather than simply AB. At this point, it would be more successful as fresh as users cannot imagine what C is (but in a way that does not impair the existing positive experience). Also, the collaboration does not always have to create a new experience, but it can be progressed in a way of offsetting the negative experience of A or B.

Therefore, not only for making new changes, the collaboration should be progressed in consideration of which experience of the product you want to deepen and what extent of experience you want to widen. It is important to note that if you try to collaborate without considering this, you will even destroy your existing positive experience.

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