Disruption. We hear this word almost on a daily basis these days. We’re always hearing about ‘the disruptors’; the Ubers, the Airbnbs, the Netflixs of the world, who are revolutionizing the market at every turn. Although we reap the positive changes these types of companies have brought to the market, we don’t often look at the ‘how’ behind their success.
One of those ‘hows’ is digital partnerships. So how do you partner with other organizations in the age of the disruptive partnership – and more importantly – how do you measure it?
To start with, you can simply look around for inspiration. Every day we’re seeing more and more interesting and unique partnerships forming. One of my favorites is the recent partnership between Uber and Manchester United. In the offline space, you can now jump in an Uber ride from a dedicated drop off zone at Old Trafford. Then in the online space, you can get access to exclusive content about the Club, all thanks to Uber. If you’re one of Manchester United’s 659 million fans, why would you grab a taxi and miss out on this exciting content from your favourite club?
This also gives Uber a strong opportunity to measure their efforts with Manchester United. They can look at real-time data around how many new users signed up with the MUFC coupon code, how many people got picked up and dropped off at the new Old Trafford Uber zone, and the volume of users who accessed their