How are the products chosen?
There is always a screening process, to what brand will make an awards season swag bag for inclusion. The level of scrutiny is based on opportunity, and is typically overseen by the producer of the swag bag. Producers of the swag bag can range anywhere between an actual corporate entity like The Recording Academy for the Grammys, The Academy of Motion Picture Arts & Sciences for the Oscars, The Sundance Institute for the Sundance Film Festival, or a hired agency who produces the swag bag, as is the case with the Golden Globes. Brand managers should typically expect to provide two to five items of whatever product being considered (and not expect these items to be returned.)
Products are chosen based on best-in-brand-category, (of those brands indicating interest in participating), price point, and overall potential interest to celebrities. Typically brand category exclusivity is guaranteed.
Once Chosen, What Does It Mean For The Product's Future?
The bottom line – celebrity association sells, and brands who are associated win big in sales and consumer attention.
Case in point: During last year’s Oscars, Ellen DeGeneres collected money from the star-studded audience during the viral pizza stunt. 12 Years a Slave star Lupita Nyong’o handed over the only thing in her purse to help contribute to the cause - her Clarins lip balm. “Lupita’s lip balm! That’s worth something!” DeGeneres exclaimed. And how right she was – it was worth a lot for the brand. Overnight Nyong’o’s lip balm – the HydraQuench Moisture Replenishing Lip Balm – sold out across the country and became a viral hit on social media, complete with its own hashtag and GIF images.
A recent entertainment survey, 43% of consumer respondents stated they have been influenced to purchase a product after seeing it with a celebrity – through endorsement or seeding. That’s 43% more than 0%, something brand marketers should keep in mind.
Why should brands pay attention to awards show partnership opportunities? Click here to read more.
Learn More
Are you interested in learning more about how you can incorporate Entertainment Marketing into your 2015 marketing mix? Download our Product Placement 101 infographic to find out more.
