The Marketing Behind The Six-Figure Gift Bags Given To Oscar Nominees
Achieving an Oscar nomination is a huge deal, both for the actor and the marketing agency that promotes their work. It’s no surprise that film studios have come up with ingenious ways to promote their products through Oscars gift bags. These multi-million dollar promotions involve carefully crafted items ranging from luxurious vacations to valuable artwork worth six figures.
Since 1999, Lash Fary has been curating very expensive Hollywood award show gift bags via his marketing company, Distinctive Assets for the Oscars. And they are making headlines for it.
Reported to be worth almost $140,000, each bag is aptly named “Everyone Wins.” Each one is given to each of the five nominees for:
- Best Actress
- Best Actor
- Best Supporting Actress
- Best Supporting Actor
- And Best Director
Trips Worth Over $65,000
The “Everyone Wins” gift bags this year contains an eight-person trip to the Faro Punta Imperatore Lighthouse in Italy. Another to The Lifestyle estate in Canada, each worth $9,000 and $40,000, respectively. These trips value at more than $100,000 each. Along with other items, the Oscar nominees will receive Havaianas flip flops and luggage sets, Miage skincare packages, and cMD retinol.
Previous nominees received a $50,000 vacation to Scotland in 2022. They can enjoy a three-night stay in Caledonia at Turin Castle, located north of Dundee. This is in response to Denzel Washington’s nomination for best actor in The Tragedy of Macbeth. A fully custom concierge service and on-call butlers are in the all-inclusive package for two.
Treatments and Procedures
Famous people who receive gift bags are eligible for a $12,000 “Celebrity Arms Sculpting” liposuction procedure. This is from famous cosmetic surgeon Dr. Thomas Su. This also includes well as up to $10,000 in “treatments and rejuvenation procedures” from Dr. Konstantin Vasyukevich. Finally some anti-aging supplements from spermidineLIFE by Longevity Lab are thrown in.
Edible Luxuries
The 2022 Oscars goodie bag includes gold-infused extra virgin olive oil from Ariti as well as $72 worth of gold-flecked Posh Pretzels. Also, there is a limited-edition collection of beautiful Trust Me Vodka bottles, Elixinol sleep gummi bears, and Opopop‘s characteristic flavor-wrapped popcorn kernels.
Brands Invest In Influencer Marketing
These promotional gifts are designed to create marketing buzz about a particular film or studio at the Oscars. It also associates sponsors who offer a variety of incentives inside each bag. For example, brands may leverage this opportunity by offering exclusive experiences. They are tickets to glitzy events or gourmet dinners at their restaurants as part of the promotion package outside the Oscars. This can create invaluable brand exposure and marketing buzz while helping nominated actors feel special and appreciated during the awards season.
How Much Do Brands Give The Oscars?
Companies invest around $4,000 of their marketing budget in the bag, which has no connection to the Oscars. Brands spend this money in the hopes that it will pay off in some way. There is no guarantee that a celebrity will use a product or go on a vacation suggested in the bag. Yet there is a chance they post about it or at the very least use it publicly.
Fary and his colleagues also make pitches to brands to join in. He acknowledges that they frequently face rejection, due to issues with timing and finances. He stated that there are often 65–75 labels in the bags for the Grammys and Oscars. Brands have the option of upgrading their sponsorship levels. They can join the satellite media tour, in addition to the $4,000 inclusion charge.
Brand Awareness Is The Name Of The Game
From a brand viewpoint, Fary claims that many are attempting to gain celebrity name awareness to possibly alert them to “things they wouldn’t have known about otherwise.”
The sheer value of these promotional packages makes them impossible for most marketers to replicate on their own. However, they can still learn lessons in creative marketing from how major studios approach these campaigns every year. With careful planning and thoughtfully selected items based on target audiences’ interests, any marketer can use this type of strategy to stand out amidst fierce competition within their industry.
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