'Tis the Season... for Hollywood's Biggest Nights!

While the world gears up for the holiday season, we here at Rubik are looking forward to the excitement of the season that follows: Awards Season! It's just around the corner, and brands seeking a tie-in with a sophisticated, upscale, and high-engagement platform are just as excited as we are. 

From the Golden Globes, BAFTAs, and SAG Awards in January through the Academy Awards at the end of February (and many more!), the season brings an air of anticipation that can be strategically leveraged in a film or awards-inspired activation. 

When it comes to experiential marketing around film awards shows, many brands focus on connecting with celebrities through gifting suits, green room sponsorship, and parties. Yet the award season platform is an excellent launching point for consumer-facing events as well, with its high level of consumer engagement over the two month time period and its "A-list" appeal. 

A few numbers: in 2012, close to 40 million people watched the Academy Awards, and 20 million the Golden Globes, about 70% of whom were adult women.

In the weeks leading up to the shows, entertainment media and blogs are all abuzz over Hollywood, while consumers plan their watch-parties, check out nominated films, and cast their votes for the best of the best.

The awards season platform holds numerous tie-in angles for brands -- whether it be around film, which inspires a range of experience and emotion, or fashion, parties, food and decor, celebrities, luxury, contemporary trends -- the list goes on.

How might your brand affiliate with the magic of awards season? Here are a few ideas we love: 

Coca Cola "MyParty" Campaign

In 2011, Coca Cola launched a teen-focused party-in-a-box campaign that leveraged the popularity of in-home watch parties hosted by consumers on awards show evenings. Using the innovative MyParty platform, Coke invited teens around the world to host a brand-themed watch party with friends.

Coke mailed participants branded t-shirts and their signature soft drink along with coupons for free Papa John's Pizza and a branded photo backdrop. Enthusiastic fans felt like VIPs in their own homes. They posted photos online and shared widely.

The program cultivated brand loyalty and valuable word-of-mouth promotion via Facebook and Twitter, and earned Coke the reputation among teens they were aiming for: that Coca Cola makes your life better. 

Oscar Winning Style

In February 2011, London's luxury retailer Harrods launched a clever email newsletter featuring looks inspired by best picture nominated films.

Labeled "Swan Song" (for Black Swan) and "Facebook Fashion" (The Social Network), the outfits showcased Harrods' products in a fun and creative way that effectively leveraged the season's focus on style.

For the 2011 SAG Awards, L'Oreal and People StyleWatch hosted "A Night of Red Carpet Style" for celebrities. Then, the brands turned to us here at Rubik to produce a consumer-facing event in Hollywood & Highland's central courtyard. The activation featured an array of stylish looks, inviting consumers to find the one that most appealed to their own taste, and gave away free makeovers to go with each.  Styles included Hot Hollywood, Uptown Chic, American Classic and Urban Cool.

Netflix's Integrated Campaign
"Post a video online quoting a classic Oscar-winning movie for the chance to win a membership!" touted Netflix in a campaign officially tied with the Academy of Motion Picture Arts and Sciences and the 79th Academy Awards.

The campaign leveraged the viral YouTube video phenomenon and a favorite pop culture game around movies to celebrate Hollywood and drive memberships. It cultivated interest in both the awards show as well, as fans shared the videos and then checked out the Oscar-themed Netflix landing page.