Thank you for the opportunity to help you with your question!
The type and content of the joint activity can vary, but all have common
traits. One of the elements that applies to all joint promotions, is
that the parties collaborating have their own unique role.
One party is supplying the audience or the media exposure. This one is
often referred to as the bearer. The other party is supplying the
content and brings the value to the collaboration.
The objective of the collaboration can vary. Examples are increase brand awareness or image transfer.
Please let me know if you need any clarification. I'm always happy to answer your questions.