Red Dead Redemption is the latest opus from Rockstar games (The company that introduced millions to the joy of running people over in  a 4×4 through the GTA series). This latest game is set  in the Wild West and is brilliantly evocative of the atmosphere and environment of some of the greatest Western movies.

In an effort to highlight the authenticity of the game and also to re-invigorate people’s passion for the era, Rockstar have done a deal with LoveFilm where they are sponsoring the free streaming of the full version of  “The Proposition”  – an Australian “western” that they say was one of their key inspirations see here

This is a true media partnership though because there is genuinely mutual benefit for all 3 parties – Rockstar, the consumer and LoveFilm. Rockstar gets an opportunity to showcase the beauty and atmosphere of the game and generate desire amongst it’s fanbase for a “western” game. The Consumer gets to watch a really great film for free and LoveFilm gets to promote its streaming service as well as having the opportunity to upsell consumer to either buy the blu-ray or signup to their rental service.

The appeal of this offer is highlighted by the fact that it is already doing really well on stumbleupon and so is generating a strong viral impact. As far as I am concerned this is a perfect example of a brand partnership – low cost,hugely relevant, high benefit to the consumer, maximum conversion to sales – brilliant.