{"id":6091,"date":"2023-12-28T01:55:29","date_gmt":"2023-12-28T06:55:29","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/12\/28\/as-awards-season-heats-up-5-marketing-lessons-learned-from-the-sag-aftra-strike\/"},"modified":"2023-12-18T14:58:44","modified_gmt":"2023-12-18T19:58:44","slug":"as-awards-season-heats-up-5-marketing-lessons-learned-from-the-sag-aftra-strike","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/as-awards-season-heats-up-5-marketing-lessons-learned-from-the-sag-aftra-strike\/6091\/","title":{"rendered":"As Awards Season Heats Up, 5 Marketing Lessons Learned from the SAG-AFTRA Strike"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Brian Feit, Founding Partner,\u00a0<a href=\"https:\/\/protect-us.mimecast.com\/s\/G3YrCrkvxXH2QZ0zI7ExF7?domain=wearebmf.com\/\">BMF<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">During the nearly four month-long SAG-AFTRA strike, marketers proved critical to both studios and talent. Creative quick-thinkers successfully promoted movies and TV series without stars to publicize them, and\u00a0<em>Barbie,\u00a0<\/em>of course, set the gold standard thanks to an unprecedented rollout of creative experiences and inventive partnerships.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For actors, brands offered lucrative opportunities that kept them in the public eye.\u00a0<a href=\"https:\/\/protect-us.mimecast.com\/s\/OWPTCv2zBDuAw8jPcX0s3W?domain=cosmeticsbusiness.com\">Timothee Chalamet<\/a>,\u00a0<a href=\"https:\/\/protect-us.mimecast.com\/s\/tE-WCwpADZhylxz4F9EE19?domain=adweek.com\/\">Taika Waititi<\/a>, and\u00a0<a href=\"https:\/\/protect-us.mimecast.com\/s\/r8EqCxkBE9HxEv4guwPFIT?domain=adweek.com\/\">Hannah Waddington<\/a>\u00a0are just a few who announced brand deals during the strike, adding to the already-booming rise of strategic celebrity partnerships that maximize their off-screen personas.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With the strike now in the rearview and Hollywood\u2019s awards season kicking into high gear, it\u2019s an ideal time to spotlight how marketers learned to flourish outside the norm in this arena. Here are the five most important success tactics that marketers can learn from and add to their playbooks.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Bringing the IP Straight to the Consumer&nbsp;<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Traditionally, audiences are passive observers of PR efforts built around talent \u2013 like red carpets, panels and interviews. During the strike, however, marketers focused on directly connecting with consumers in imaginative, interactive ways.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Mid-strike, McDonald\u2019s unrolled their <a href=\"https:\/\/protect-us.mimecast.com\/s\/WL1QCyPDGMcLOozQiNUFwZ?domain=adweek.com\/\">\u201cAs Featured In<\/a>\u201d campaign that celebrated famous Golden Arches moments in cinematic history while promoting season two of the Disney+ series\u00a0<em>Loki<\/em>. With limited-edition, Loki-themed combo meals and a Loki-McDonald\u2019s pop-up experience, McDonald\u2019s tapped the fandom and rode the buzz around the show\u2019s highly anticipated second season.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Big Creative Stunts That Didn&rsquo;t Rely on Talent<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Taking risks with out-of-the-box activations paid off. Instead of exclusive Hollywood-only events, marketers offered accessible, exciting experiences that drove brand awareness and planted the seeds for ambitious future concepts.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Netflix, master of immersive marketing, enjoyed the continued success of\u00a0<em>The Queen\u2019s Ball: A Bridgerton Experience<\/em>\u00a0in major cities while announcing a\u00a0<a href=\"https:\/\/protect-us.mimecast.com\/s\/zX32CzpEJ9h4WqpyHwM7oc?domain=hollywoodreporter.com\/\">similar experiential campaign<\/a>\u00a0for its hit series\u00a0<em>Squid Game<\/em>. The streamer also revealed plans for brick and mortar\u00a0\u00a0<a href=\"https:\/\/protect-us.mimecast.com\/s\/4YkHCAD2GAcEpO3PI2ydLH?domain=collider.com\/\">\u201cNetflix Houses\u201d<\/a>\u00a0that will offer food, retail and other immersive activities tied to its programming as soon as 2025.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Redefining Brand Deals as Main Gigs, Not Side Hustles<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">During the strike, talent relied on their own celebrity to keep them financially afloat, accounting for a dramatic spike in<a href=\"https:\/\/protect-us.mimecast.com\/s\/VzJmCBB2JQT8WK9kir0ElK?domain=businessinsider.com\">\u00a0new or reactivated<\/a>\u00a0Cameo memberships. With Hollywood paychecks becoming increasingly unreliable,\u00a0<a href=\"https:\/\/protect-us.mimecast.com\/s\/Pvm7CDk2LPH3YAKWT8afGN?domain=washingtonpost.com\/\">it\u2019s expected<\/a>\u00a0more and more entertainers will seek to establish\u00a0<em>themselves<\/em>\u00a0as monetizable brands, rather than depend on TV or film roles.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Big names are already cashing in on partnerships that capitalize on their public personas, like comedian Aubrey Plaza\u2019s playful\u00a0<a href=\"https:\/\/protect-us.mimecast.com\/s\/0xSUCER2MGhp4xJzh4ICB3?domain=thespiritsbusiness.com\/\">new campaign<\/a>\u00a0with Cointreau. The takeaway for businesses: stars are more open than ever to strategic partnerships that will increase the value of their personal brands. Now is the time to forge those relationships.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Leaning Hard into Social&nbsp;<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Smart social marketing tactics kept audiences engaged by inviting them to create content centered around the brand. The SAG-AFTRA strike ended live promotion of the Barbie movie mid-summer, but this Barbie was on every social feed thanks to its viral\u00a0<a href=\"https:\/\/protect-us.mimecast.com\/s\/GwlxCG62OghA34pPcXNJtt?domain=barbieselfie.ai\/\">selfie-generator.<\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Without access to striking talent, brands also turned to new types of influencers, like the\u00a0<a href=\"https:\/\/protect-us.mimecast.com\/s\/xfZ6CJ62glhK9wm2smWqCf?domain=inc.com\">\u201chometown heroes&#8221;<\/a>\u00a0category of niche, but effective, local micro influencers. Due in part to the strike,\u00a0<a href=\"https:\/\/protect-us.mimecast.com\/s\/DmtkCKr2jmu47WvYHyDzSm?domain=insiderintelligence.com\">spending on sponsored social media<\/a>\u00a0was greater than social ad spending in 2023, a trend that\u2019s forecasted to keep growing.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Expanding Beyond Traditional Content<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Entertainment media nimbly pivoted their editorial, moving away from major TV and movie stars while amping up coverage of non SAG-related categories like\u00a0<a href=\"https:\/\/protect-us.mimecast.com\/s\/LD7tCL92kntQB9pguGDv03?domain=hollywoodreporter.com\/\">music<\/a>\u00a0and\u00a0<a href=\"https:\/\/protect-us.mimecast.com\/s\/cANFCM82lohzB30Lt4tIgQ?domain=vanityfair.com\">reality television<\/a>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Studios and networks also put scripted content on the back-burner, turning their attention to live events like branded sports. From Prime Video\u2019s exclusive streaming of Thursday Night Football to Netflix\u2019s live, nine-hole l Netflix Cup, sports are quickly becoming the\u00a0<a href=\"https:\/\/protect-us.mimecast.com\/s\/AvkWCNk2mpHjk3rQCxQgNh?domain=hollywoodreporter.com\/\">new premium content<\/a>\u00a0to win new consumers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Bottom Line:\u00a0<\/strong>While talent and PR was benched during the strike, marketers sprang into action with out-of-the-box, inspired strategies that served as more than temporary work-arounds. As post-strike talent promotion ramps up alongside awards season, marketers are primed to implement these key lessons in a jam-packed 2024.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As post-strike talent promotion ramps up alongside awards season, marketers are primed to implement these key lessons in a jam-packed 2024.\u00a0<\/p>\n","protected":false},"author":7,"featured_media":6092,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-6091","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>As Awards Season Heats Up, 5 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