They say two heads are better than one. This is certainly the case in this brand partnership between Kmart, Burger King, Mars and Hasbro. Here are, not two, but four brands striving for differentiation and paving the way for a new kind of consumer experience.

To promote the new movie, Transformers: Revenge of the Fallen, Kmart, Burger King, Mars and Hasbro developed a unique offering.

Here are just a few of the outcomes:

Kmart had a Transformers microsite, with exclusive content, promotional material from the film and more.

It also moves the story beyond the expected with an exclusive comic book that can be downloaded.

Burger King not only gave away Kmart toy and footwear coupons, but held an impressive ‘Transform Your Way’ promotion which offered people the chance to win a transformer called ‘King Robot’ and $10,000 daily.

Mars had Transformers themed window displays and in-store events in New York. Giveaways included movie tickets, Mars products and Kmart gift cards. And finally, Hasbro created dedicated Transformers boutiques at the front of each Kmart store.

Think this is just another promotion? Think again. A multi-faceted marketing approach like this drives innovation of new product, new promotions and new consumer experiences.

In our expert interview this month, Peter Ryan talks about how retailers are forming partnerships with brands in a bid to differentiate. What we have here is an example of just this.

Seen any other examples of brand partnerships? Let us know.

Thanks to: Transformers, Kmart, Burger King, Mars and Hasbro