Turner Entertainment, Sponsors Team Up for SAG Awards
Turner Entertainment is teaming up with several marketing partners, including L’Oreal Paris, MasterCard and Nestlé USA, to boost the 13th annual Screen Actors Guild Awards.
Partnerships include on-site sampling and a sweepstakes component.
Listerine Pocketpaks returns as an on-air and online sponsor for TNT network and will sample its product with celebrities and consumers during the event. The Screen Actors Guild Awards airs at 8 p.m. ET on TNT and TBS.
For it’s part, Nestle will extend its brand on-air on TBS and on online. Under the partnership, the company will showcase its Lean Cuisine brand and sample its Nestle Stixx and Nestle Coffeemate products.
“The Screen Actors Guild Awards allows us the opportunity to develop customized brand partnerships around one of the entertainment industry’s most celebrated events,” said Linda Yaccarino, executive vice president, Turner Entertainment ad sales and marketing, in a statement. “Through TNT and TBS branded extensions, our marketing partners will reach consumers through the many ways they interact with this year’s ceremony.”
Beyond sampling, L’Oreal Paris is partnering with TNT to run a sweepstakes that will send one grand-prize winner to Los Angeles to get treated like a star. The package includes spa treatments, a limousine tour of the city and $1,500 spending money. Consumers can enter at TNT.TV through Feb. 11. Online materials and a 30-second TV spot support the promotion.
MasterCard is teaming up with TNT to air red carpet coverage of the posh event at 6:30 p.m. ET at TNT.TV and on AOL broadband. Network on-air vignettes will drive viewers to the company’s online site Priceless.com. MasterCard also gets on-air exposure tied to the award ceremony.
Lastly, partner Subaru is sponsoring both the TNT and TBS telecasts. In addition to receiving on-air and online messaging about its brand, the automaker will showcase a 2007 Subaru Legacy 2.5 GT sedan on the red carpet.
