Web-based cross marketing

I am always impressed when companies collaborate and cross-promote each other's products. Collaboration is a growing trend and some companies are doing a much better job than others. I recently learned that 7-Eleven and Zynga games are collaborating on a a summer promotion. Customers that purchase a Big Gulp drink in a special cup will get a bonus item for use in one of several Social networking games produced by Zynga. These social networking games have some fanatical players that spend hours playing that will no doubt switch to buying their sodas from a company that will provide a little incentive. Some soda drinkers may be intrigued by their soda cup and try out the game. This is one of those business situations that are truly win-win.