You will be redirected back to your article in seconds

Emmys 2019: Streamers Turn to Stunts for Final Voting Campaigns

When billboards and magazine ads aren’t enough to grab more attention during prime Emmy voting time, streaming services are using all of Los Angeles as their stage.

Screenings and Q&A panels with series casts and producers are essential for exposure ahead of nomination-round voting, and during that March-to-June window, social-media friendly activations and stunts have become all the rage, too. During final-round voting, the latter tactic is being used more than ever before to create more personal experiences for voters.

“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,” says Mike Benson, Amazon Studios’ head of marketing.

Amazon went all-out this year for “The Marvelous Mrs. Maisel,” its most-nominated comedy (20 nods). The streamer first partnered with Whole Foods locations from the beach cities to the San Fernando Valley to wrap show branding on parking spots, shopping carts and reusable grocery bags. But it also worked with Los Angeles institutions such as the Hollywood Roosevelt hotel, Mel’s Drive-in and Pink’s Hot Dogs, as well as Chevron and Drybar to offer services at 1959 prices for an event dubbed “‘Maisel’ Day.”

Fleabag,” which received 11 total noms, got the pop-up treatment with a guinea pig cafe for a few days in mid-August. This was the first such stateside experience, allowing visitors to play with real guinea pigs, as well as munch on snacks and take home souvenirs.

Benson notes what is most important about the activations is that they are “natural extensions of the worlds created by the shows,” which is what makes them so unique and memorable.

On a slightly smaller scale but similar in sentiment, to celebrate and remind Television Academy members that its quirky period comedy “Pen15” scored a coveted comedy writing nom this year, Hulu sent ’90s themed snack coolers to writers’ rooms all over the city. Designed to feed hard-working scribes’ sense of nostalgia and literal hunger, the coolers are branded with stickers and imagery from the show and consist of candy, chips and sodas from Gushers and Fruit by the Foot to Bugles and Mountain Dew.

And Netflix teamed up with Pressed Juicery to offer a limited number of “Queer Eye” juices at nine locations around L.A. Each of the Fab 5 were paired with a popular flavor, and these were complimentary to anyone who went into those stores, not just voters.

Popular on Variety

More TV

  • Ava-Mark-Split

    Ava DuVernay, Mark Ruffalo Selected for SAG-AFTRA Foundation Honors

    Ava DuVernay and Mark Ruffalo have been selected by the SAG-AFTRA Foundation for its fourth Annual Patron of the Artists Awards. The awards will be presented on Nov. 7 at the Wallis Annenberg Center for the Performing Arts in Beverly Hills. The show benefits the nonprofit SAG-AFTRA Foundation and is not televised. Previous SAG-AFTRA Foundation Patron of the [...]

  • Programme Name: The Cry - TX:

    Brazil, U.K. Lead International Emmy Awards Nominations

    Brazil and the U.K. lead the pack in this year’s International Emmy Awards nominations, which span 21 countries across 11 categories. Titles and talent from Britain and Brazil will vie with other hopefuls for the trophy in five categories: drama, best performance by an actor, best performance by an actress, arts programming and documentary. Brazilian [...]

  • Hailee Steinfeld photographed by Art Streiber

    Hailee Steinfeld Drops New Song, ‘Afterlife,’ From Apple TV Series ‘Dickinson’

    steinfOscar-nominated actress and singer Hailee Steinfeld today dropped a new song, “Afterlife (Dickinson)” from the upcoming Apple TV+ series “Dickinson,” in which she stars and serves as an executive producer. According to the announcement, lyrically, Steinfeld drew inspiration from her character, Emily Dickinson, and the themes and ideas in many of her literary works. The [...]

  • Kim Kardashian Kim Kardashian out and

    Nielsen Now Tracks Celebs' Social-Media Touts of TV Shows

    Nielsen is providing a new lens into how celebrities and talent can boost the exposure of TV shows on social media. The measurement company announced that its Social Content Ratings solution now measures talent promotion of television programs across Twitter, Facebook and Instagram. According to Nielsen, talent now drives nearly 60% of all social engagement [...]

  • Ree with Sticky Pork

    Food Network Strikes Three-Year Pact With Ree Drummond, 'The Pioneer Woman'

    Ree Drummond will be offering Food Network viewers more hearty family meals for the next three years. Drummond, who has hosted “The Pioneer Woman” on the Discovery-owned network since 2011, has signed a new deal with the outlet that calls for new episodes of her program. “Ree Drummond’s incredible following and popularity has led her [...]

  • David Zaslav

    Steven Spielberg's 'Why We Hate' Is More Timely Than Ever, David Zaslav Says

    The political state of the world today has made the upcoming docuseries “Why We Hate” relevant in a way that its producers, Steven Spielberg and Alex Gibney, hardly expected when they began developing the project five years ago, Discovery president and CEO David Zaslav said Thursday. “Things are much more of a challenge and hate [...]

  • Jada Pinkett Smith, Will Smith. Jada

    Will Smith and Jada Pinkett Smith's Westbrook Inks Development Pact With Telepool (EXCLUSIVE)

    Will Smith and Jada Pinkett Smith’s new media venture, Westbrook Inc., has signed a co-development agreement for feature films, television shows and digital entertainment formats with German-based film and TV company Telepool. The move follows the acquisition of Telepool last year by Smith and Elysian Fields, a Zurich-based investment company. Westbrook, launched this year by [...]

More From Our Brands

Access exclusive content