Brands target the celeb-obsessed by sponsoring high-profile green rooms
The green room is traditionally a quiet backstage area where talent and celebrities cool their well-shod heels away from the maddening crowds. These are an often Spartan affair where actors rehearse their lines or gather their thoughts before stepping into the spotlight. But like many an aging Hollywood A-lister the green room is getting a makeover. What was once a functional space has now become synonymous with backstage luxury.
At the MTV Movie Awards in June the tented area in the parking lot outside L.A.’s Gibson Amphitheatre was spiffed up with air conditioning carpeting flowers and a menu designed to appeal to the likes of award presenters Robin Williams Johnny Depp and Adam Sandler. (Precision Event Group Los Angeles was the handling agency.) And for the Primetime Emmy Awards which aired in September the green room literally went green. Through a partnership with Condé Nast’s Architectural Digest the celebrity presenters enjoyed a luxury eco-environment created by Timothy Corrigan one of the magazine’s top 100 designers that included furniture from the Walt Disney Signature collection for Drexel Heritage Karastan organic carpeting and Sharp AQUOS liquid crystal TVs.
“Everyone is trying to get their product into the hands of Hollywood ” says Architectural Digest spokesperson James Humphrey. “Our advertisers are furniture and wallpaper companies and the like. What better way than to showcase them backstage where the most important people we want to see it can see it. The talent appreciates it and our advertisers love it.”
It was also a win-win for vitaminwater and Old Navy two brands not necessarily associated with luxury or Hollywood. Both played a supporting role as sponsors in the MTV Movie Awards green room.
Vitaminwater provided specialty martinis and refreshers from custom bars boasting recycling waterfalls. Old Navy’s logo was subtly incorporated onto napkins and credentials while the furnishings wall coverings rugs and pillows were infused with the brand’s colors and the sleek modern feel of its latest TV ad. Old Navy also created the gift bag given to presenters and nominees with subtle Old Navy and MTV branding inside.
Old Navy activated its green room sponsorship as part of a larger deal as exclusive retail sponsor of the awards program which also included on-air ads and a golden popcorn-themed sweepstakes a nod to the iconic MTV trophy that winners receive.
So how does a room that only hosts celebrities fit into the mix? “Our primary target is 20-28 year olds ” says Old Navy marcom rep Rebecca Weill. This is a demographic that lives and breathes by celebrity comings and goings. “The overall sponsorship was about reaching them and bringing the excitement to all our customers and becoming more relevant.” And if a few movie stars show up in US Weekly wearing Old Navy cargo pants all the better. “We wanted to be sure we communicated our message to the people actually attending the green room ” Weill explains. “This was a more elevated way to reach them in a cool sleek young fun environment that reflected our brand.” The chain found it to be a fabulous way to capitalize on today’s starstruck culture.