Marketing at the Oscars: What Is in Your Swag Bag?

Last year, the Oscar Awards Show was watched by 40.3 million in the US. According to the Academy of Motion Pictures and Sciences, the show will be seen in “more than 225 countries” or a potential for an additional 960 million people. This is a great opportunity to promote one’s products to, hence the product placement game is alive and well on Oscar night.

As they arrive on the red carpet stars and presenters, the interviewers will be asking both men and women the question, “which designer are you wearing, as well as whose jewelry you are wearing?” The mere mention of these designer names translates into brand name recognition and a potential of sales. Copycat fashion manufacturers and costume jewelry makers are also poised to recreate these designs for the upcoming prom season.

Furthermore, each presenter and nominee will receive an Oscar Swag bag. This bag is delivered to their doorstep on Monday. It is filled with freebies--estimated value can be as high as $80,000. Each is carefully selected by Distinctive Assets, a marketing group. The companies whose product is in the bag pay a fee to Distinctive Assets to include their product as well as give a sample of the product for testing and review.

Betting that some of the celebrities who receive these items may become raving fans, and boost sales for these companies, here are some of the items included in this year’s swag bag: A gift certificate for handmade shoes by Max Martin, a trip to Koloa Landing Resort in Hawaii, his and hers Mace pepper spray, $16,000 gift certificate for a hair replacement procedure, 10 sessions with Huntley Drive Fitness, exotic wines and foods, chic pet products, and so on…

What is in your swag bag?

Written by Ron & Alexandra Seigel-

ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

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