Cookie Monster continues to run with the popular crowd. Last night he appeared on Michael Bublé's TV Christmas special. “As the Cookie Crumbles” was a silly parody running through the special. Cookie Monster was the third Sesame Street character to appear on Michael Bublé’s Christmas specials.
Sesame Street is known for partnering with other brands/celebrities. The concept is this. To develop relevance with a new market, partner with a brand/celebrity who already has a following in that market. Essentially, have your friend refer their customers and expand your market. In turn, do the same for them.
Michael Bublé also had guests appear on his show — Mary J. Blige and Mariah Carey. He friended other brands in addition to Cookie Monster. This helps his following as they bring viewers. In addition, Michael Bublé hopes to expand his audience, expose more people to his music, and have more people buy his music. Cookie Monster is reinforcing the brand with Michael Bublé's audience and hoping to reconnect with people who were fans when they were children. It all works.
The Christmas special was created to be a whole family viewing opportunity. Cookie Monster makes it light and fun and interesting to the younger crowd. Maybe some of those young viewers will become Michael Bublé fans and some of the older crowd will reconnect with Cookie Monster.