L’Oreal and Sharpie set to rock the Grammys
Both brands are sponsoring the Canadian broadcast of the awards show on Global TV.
Some familiar brand faces will grace Global TV’s broadcast of the 53rd Annual Grammy Awards this Sunday, with both L’Oreal Paris and Sharpie on board as sponsors.
L’Oreal is set to sponsor both the ‘red carpet’ pre-show, The Grammy Awards: ET Canada Live, at 7 p.m. and the Grammy Awards broadcast starting at 8 p.m., supported by brand spots, billboards and tagged promos. The cosmetic co’s media agency of record in Canada is ZenithOptimedia.
Sharpie, a division of Newell Rubbermaid, is returning as sponsor of the ET Canada Grammy pre-show as the ‘official pen and autograph marker’ of the broadcast. The brand is again offering Canadians the chance to win a trip to the 2012 Grammy Awards by entering a contest on ETCanada’s website; last year’s winner will be in attendance at this year’s event.
The contest is being promoted via a 15-second co-promotional spot, as well as billboards and tagged promos during the broadcast. The sponsorship was activated this week with daily sponsored segments on ET Canada highlighting Grammy Award nominees.
The contest, which is also being promoted in-store, launched Wednesday and runs until April. Sharpie’s media is handled by Toronto-based Wills & Co.
Global is also featuring a ‘second screen’ interactive element in Sunday’s broadcast, featuring viewer tweets on the screen, soliciting viewer questions for the celebrities and offering a ‘fashion instant poll’ in which viewers can vote on the stars’ outfits during the show.