It’s no secret that awards-show season is a prime time for brands to get in front of large audiences. The top three awards shows bring in quite impressive viewership numbers: 40 million for the Oscars®, 30 million for the Grammys® and approximately 20 million for the Golden Globe® Awards. However, as with all marketing, the methods of engagement are evolving every day. Just look at the biggest marketing win from the 2014 Oscars®: the Samsung selfie. This picture, shared by host Ellen DeGeneres, is the most re-tweeted in Twitter history, helping Samsung garner over 40,000 social mentions throughout the event.
According to BeCore, creating an experience that brings your brand story to life for a live audience, is key to driving everything from brand awareness, to brand affinity, to sales. And it’s a lot less expensive than the $1.8 million needed to buy a 30-second spot during the Academy Awards® broadcast.
So how can brands use the latest technology and marketing methods to create truly memorable brand experiences in association with these grand awards events? Well, cut to House Party, of course!
Awards-show sponsors can utilize the House Party platform to enhance their spend by bringing the red carpet experience into viewers’ homes, while non-sponsoring brands can create a halo effect and insert themselves into the conversation in an authentic way.
A number of well-known brands have teamed up with House Party during awards season over the years. This year, you’ll see the KING’S HAWAIIAN Starring Roll Awards Show Party, the Marriott Rewards® Oscars® Viewing Party, the iRobot Roomba® Red Carpet House Party and the Nickelodeon Kids’ Choice Awards Live Viewing Party all taking advantage of the glamor and excitement to activate and engage their best brand advocates, along with their friends and families. The House Party platform gives viewers the opportunity to throw a great party and promote advocacy — both online and off. Hosts are given the tools and encouraged to share branded content and their experiences on social networks weeks before and after the party itself, as well as create great branded UGC, generate thousands of at-party trials, millions of impressions and incredible sales lifts — in addition to tuning in, of course.
Last year, 1,000 Walgreens Good & Delish™ Awards Show House Party hosts invited their friends and family over to watch the Academy Awards®, try a variety of Good & Delish™ snacks, pose in front of a Good & Delish branded step and repeat with fun photo props and vote on their favorite snacks by filling out a branded ballot. And kids got in on the fun, too, as 1,000 Go-GURT® & Nickelodeon Kids’ Choice Awards House Party hosts got their kids involved. The pint-sized party guests sampled Go-Gurt and played fun interactive games throughout the show which, all of which were provided to hosts in the Party Packs and on the digital party site. Parties like this can generate tens of millions of impressions, nearly 200,000 social posts and often well over 20,000 at-party trials.
And in 2013, the GRAMMY® Glam House Party activated 250 hosts and gave them a Party Pack chock-full of goodies from on-air sponsors. Hosts got the opportunity to feel like a real star by getting glammed-up like the celebrities at the show and posing for fun pictures on the red carpet provided in the Party Pack. Hosts and guests shared their pictures and experiences online, resulting in tens of thousands of social posts reaching hundreds of thousands of their friends and connections. The hours of engagement generated by a campaign like this far exceeds the three or so hours of the broadcast.
Whether you’re targeting viewers of the most prestigious awards show of the year or kids who just want to get slimed, awards-show season is a great time to enhance viewing experiences with a great party; activating consumers and boosting the ROI of your awards-show marketing spend.