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.

Drive-in Cinema at Mercedes-Benz

The Mercedes-Benz Open-Air-Cinema in Stuttgart offered dedi­cated “VIP boxes”. Three Mercedes-Benz models, all fully equipped with Harman Kardon sound systems made the visit a very special drive-in cinema expe­ri­ence. The VIP seats guar­an­teed optimal sound enjoy­ment through direct sound trans­mis­sion of the film into the vehi­cles. The VIP seats were exclu­sively offered to customers, jour­nal­ists, employees and media coop­er­a­tion part­ners.

Contem­po­rary Fair Pres­ence: Topical Islands at the IAA

At the Inter­na­tional Motor Show IAA in Frank­furt the Auto­mo­tive Divi­sion of Harman Inter­na­tional was repre­sented by topical multi-media islands at the booths of its key OEM customers. BMW, MINI, Mercedes-Benz and Peugeot bene­fitted from inter­ac­tive displays, inter­esting presen­ta­tions and thrilling movies on the topics of sound and navi­ga­tion.

Infor­ma­tion at a click: the partner websites

The coop­er­a­tions of the Auto­mo­tive Divi­sion of Harman Inter­na­tional with auto­mo­tive customers also include the Internet. The various partner websites mainly address consumers, retailers and sales staff. For example Mercedes-Benz: The partner website contains all essen­tial infor­ma­tion on the Harman Kardon sound systems inte­grated in the various models of the premium brand. A clear navi­ga­tion and a modern visual appear­ance with 3-D graphics and product shots provide both, infor­ma­tion and visual attrac­tion. Please follow this link: Website for Harman Kardon to read more.

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