10 successful marketing collabs–and how they changed the industry

Michael Reaves // Getty Images Ever wonder what led to Taco Bell partnering with Frito Lay? Or why a luxury brand teamed up with Target?  Some marketing partnerships just make sense; others may feel like they came out of left field. ClickUp compiled some of the most iconic marketing and branding collaborations from various sources, exploring what happens when a fast food chain works jointly with the hottest talent in the music industry–or whether a beloved product can continue to thrive when the packaging changes due to a new partnership. Some alliances proved hugely profitable, while another marketing collaboration opened doors for college athletes to generate income off their personal brand. There have even been instances of a partnership leading to a curated experience for concertgoers that changed the trajectory of an entire industry.  These collaborations are more than marketing tactics and strategies–they shifted elements of our culture and community. Keep reading for a high dose of nostalgia with 10 successful brand collaborations. Marshmello and Fortnite JOHANNES EISELE // Getty Images With 62 million views on YouTube as of October 2022, the coming together of electronic dance music artist Marshmello and the multiplayer online video game Fortnite in February 2019 revolutionized the concert experience thanks to the metaverse. The in-game virtual concert proved a massive success by bringing in 11 million players for the 10-minute show. Since that event, Fortnite has created other groundbreaking collaborations with other artists, including Travis Scott and Ariana Grande. Travis Scott and McDonald’s