Emmy Awards 2019: Streaming Services Focus on Activations For Final Voting Campaigns
As the 71st Primetime Emmy Awards are only a month away, streaming services came up with new ways to promote their shows during the final voting period.
The 71st Primetime Emmy Awards are less than a month away, with the ceremony scheduled for 22 September 2019. As the final voting takes place, streaming services have come up with new ways to stand out amongst voters and promote their nominated shows, such as The Marvelous Mrs. Maisel, Fleabag, Queer Eye and others, across Los Angeles. Screenings and Q&A sessions with cast members and producers took place before the nomination-round voting but now the the focus is on social media friendly activations around the city in order to connect with voters on a more personal level.
Speaking about this strategy, Mike Benson, Head of Marketing at Amazon Studios, said, “In a crowded marketplace, we are always looking for ways that we can connect with our customers in an impactful and provocative way, but also on a more personal level.” He added that the best activations are “natural extensions of the worlds created by the shows.”
For The Marvelous Mrs Maisel, which has received 20 Emmy nominations, Amazon installed the show’s branding on parking spots, shopping carts and reusable grocery bags. It also celebrated Maisel Day, offering 1959 prices, in collaboration with different businesses. For Fleabag, which has 11 nominations, there was a pop-up and a cafe where visitors could play with real guinea pigs, buy souvenirs and enjoy snacks. Pen 15, a period comedy on Hulu, which has a nomination for comedy writing this year, sent snack coolers, with a 90s theme and stickers and images from the show, to writers all over the city. Meanwhile Netflix partnered with Pressed Juicery to offer complimentary juices at nine different locations in Los Angeles, with a juice flavour dedicated to each of the Fab 5 on the award-winning show Queer Eye.