#Winning at the Oscars® Awards About this Entry: Skinnygirl® Cocktails stole the spotlight at the biggest award show in Hollywood – the Oscars® Awards. Leveraging the excitement surrounding the “Super Bowl of cinema" of their passionate female fan base, Skinnygirl Cocktails, through creative real-time social activation, was able to capitalize on the awards show by thinking outside the award show itself to integrate the brand into pre-and-post-show action in a strategic partnership with E! and popular women’s charity Dress for Success®. #LadiesInRed: Skinnygirl Cocktails added substance to one of America’s most stereotypically superficial events. Extending our partnership with popular women’s organization Dress for Success®, Skinnygirl Cocktails pledged to donate $2,500 to the cause for every celebrity to wear red on Oscars night. Leveraging the hashtag #LadiesInRed, we encouraged fans to Tweet @Skinnygirl whenever they saw a red dress. What kicked off with a couple Tweets turned into a full-blown Twitter party as fans engaged with the brand and each other to keep tabs on celebs in red. With help from our fans, Skinnygirl Cocktails donated a total of $45,000 to the charity and made the campaign into a conversation across social media. The #LadiesInRed hashtag garnered over 5 million impressions and ~1,000 mentions in less than three hours. From the #ERedCarpet to the #AfterParty: The debut of our TV during the E! Red Carpet coverage kicked of our social efforts. Synchronized Tweets, #ERedCarpet and thanking @eonline started the conversation, ending at the After Party. To truly wrap up the event “like a lady," Skinnygirl Cocktails sponsored the E! Oscar’s After Party and sent one lucky winner and her guest to attend. With a team on-site to host the winner’s experience, we were able to live-tweet and post exclusive behind-the-scenes videos and photos backstage at the event. The sponsorship also included a custom-built Skinnygirl Cocktails bar, complete with our own mixologist. Our featured cocktail, the Skinnygirl™ Starlet, made its appearance in a 20-second call-out where our mixologist made one for E! host, Ross Matthews. The live-tweet team posted the recipe, encouraging fans to “sip like the stars" at their own Oscar’s viewing parties. #VirtualParties: To generate excitement and scale, we activated our strategic relationships with a core group of bloggers with interests and audiences similar to the brand and gave them true VIP access. They were flown in from around the country and given an in-person meeting including an overview of the brand and experience the cocktails first-hand with our mixologist. Equipped with all of the information on the brand as well as the awards season execution. Skinnygirl further got their message out through a strategic partnership with Cosmopolitan as the “virtual cocktail" of their Oscar Twitter party.
The choreographed, real time components of this effort and success were made possible in conjunction with two of our agency partners; Coyne PR and iCrossing. All in all, the brand was able to leverage TV and digital/social execution to bring to life a truly award-worthy campaign. Link to clip: http://eonli.ne/Wx652T Link to blogger party: http://www.quadcitymomsblog.com/2013/03/01/skinnygirl-oscar-party/
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