Marketers of high-end goods and services highlight their appearance at yesterday’s Golden Globe Awards, where “12 Years a Slave” and “American Hustle” took top honors.
The promotion tie-ins and product placements with the Golden Globes or with talent at the awards are hailed in press releases. These include Forevermark diamonds from De Beers and the LoveGold initiative of the World Gold Council. The LoveGold PR named 17 actresses and actors who wore gold, from Amy Adams to Zooey Deschanel.
In another plug, big accounting firm Ernst & Young patted itself on the back for tabulating Golden Globe voting every year, noting results are triple counted and only three accountants know the outcome in advance. Jaeger-LeCoultre provided journalists with photos of actor Robert Downey Jr. appearing onstage wearing one of its luxury wrist watches. The Hollywood Reporter posted a story about jewelry worn by various actresses.
The Golden Globe awards are conferred by the smallish Hollywood Foreign Press Assn.
Also, Purity Vodka, which says it “toasts Hollywood’s elite,” put out its own PR during the Golden Globe traffic saying it has a tie-in with the Critics’ Choice Awards in a few days.
Finally, Walt Disney Studios “Muppets Most Wanted” spoofs awards shows in a trailer-like one-minute commercial that ran in the Golden Globes, quoting jokes from made-up bloggers and also lamenting the movie hasn’t received any award nominations (which is no surprise because it hasn’t hit theaters yet). Given the Muppets commercial played in the Golden Globes and also draws from online bloggers, it presents very relevant messaging.
Related content:
Leave a Reply