One instance that caught my eye today involves a partnership with one of my favorite TV shows (sadly ending this season) USA Today's Monk, a detective series about a comically tragic hero blessed/cursed with OCD - allowing him to solve murders but inhibiting him from living a normal life and national hotel chain Sleep Inn.
The crux of the partnership hangs on the concept that Sleep Inn is the only hotel that a hyper-critical Monk would be comfortable sleeping in. Not instantly an obvious tie-in; but I'm willing to hold my breath to see how well the sponsorship on-air episode is done. Sleep Inn is also sponsoring a sweepstakes, a Web-only video series and live events at their hotels with raffles and drawings.
The tie in to a pre-exisiting show with a dedicated fan base is a nice work around to having to staff your own content creation. In our next print issue, I'll be detailing a campaign that enlisted its own staff in creating content. Check it out on August 31! What sources are you tapping for marketing content?