In 2014, Uber and Spotify launched an innovative cross-industry collaboration: Though ride sharing and music streaming may seem like unrelated businesses, the partnership — in which Uber riders could use Spotify to wirelessly control the music being played — benefited both brands, allowing them to cross-promote and access new markets without either party having to develop costly new technologies internally. Similarly creative examples of cross-category collaborations include Disney and MAC Cosmetics’ Aladdin makeup collection, IKEA and LEGO’s storage solutions for kids, and Red Bull and GoPro’s joint promotional campaigns.