In order to increase the sales and promote the image of their sound and navi­ga­tion systems and at the same time, strengthen the rela­tion­ship with their strategic part­ners, the Harman Inter­na­tional Auto­mo­tive Divi­sion banks on intel­li­gent coop­er­a­tion and co-marketing activ­i­ties with their auto­mo­tive key customers. Plat­forms for the joint measures are trade fairs, events, retailers and the Internet. The under­lying idea is to high­light a partic­ular strength of both the Harman Inter­na­tional Auto­mo­tive Divi­sion and the respec­tive part­nering brand, and to benefit from mutual image effects to increase the overall impact on consumers, the media and opinion leaders.

Two Cult Brands Live

At the MINI United Festival, cele­brating the 50th anniver­sary of the cult brand in Siver­stone, the Harman Inter­na­tional Auto­mo­tive Divi­sion presented its brand Harman Kardon right at the core of its target group. The Auto­mo­tive Divi­sion attracted the atten­tion of the around 40,000 visi­tors by an audio-light-cube: in order to enthuse both guests and jour­nal­ists with the superb sound of the sound system, the live concert was broad­casted into the cele­bra­tion model of the MINI 50 Camden.

Swinging Walls at BMW

The Harman Inter­na­tional Auto­mo­tive Divi­sion supports the renowned BMW brand windows in Berlin and Munich with espe­cially devel­oped “Sound Lounges”. These are exclu­sively equipped with those Harman Kardon Systems used in the various current BMW models. Visi­tors of the lounges may enjoy select music in 5.1 surround sound and a relaxed atmo­sphere. The “Swinging Walls” reflect the sound topic in the archi­tec­tural design concept.

For further B2B coop­er­a­tion example please follow this link: Coop­er­a­tion Marketing