February 24, 2012
German automaker Audi and Swiss watchmaker Piaget are attempting to target a highly-educated, tech-savvy and intelligent audience by sponsoring the 2012 Film Independent Spirit Awards in Santa Monica, CA.
This is Audi’s first year as a sponsor, but Piaget has made a name for itself at the awards in the past as a five-year sponsor. The awards will take place Feb. 25.
“We are definitely gaining a long-term partnership with these brands,” said Daniele Neuharth, director of corporate development for the Film Independent Spirit Awards, Los Angeles.
“We choose the brands that match the values of the awards and who we think would respond to our audience,” she said. “There’s an alignement with supporting the arts, and we look forward to many more years with them.”
This is the 27th year for the Film Independent Spirit Awards.
Awards are given in the following categories: Best Feature, Best First Feature, Best First Screenplay, Best Director, Best Screenplay, John Cassavetes Award, Best Male Lead, Best Female Lead, Best Supporting Male, Best Supporting Female, Best Cinematography, Best International Film, Best Documentary and the Robert Altman Award.
The Filmmaker Grants include the Piaget Producers Award, Audi Someone to Watch Award, Nokia Truer Than Fiction Award and Jameson FIND Your Audience Award.
Making the cut
Each Piaget and Audi are contributing something special to the awards this year.
Piaget is offering a sneak preview of its newest diamond jewelry and timepiece collections with a limelight garden party.
Ad for Piaget
The exclusive backstage lounge is open to talent, nominees and winners.
Meanwhile, Audi is bringing in a number of vehicles to their tent on the beach and will offer more information on its newest vehicles.
Audi
Other sponsors for this Film Independent Spirit Awards include FijiWater, Elle, Jameson Whiskey, Nokia, Stella Artois and American Airlines.
Bringing in the fans
Brands often use highly-trafficked and watched awards ceremonies or sporting events to promote themselves, but they can engage more people through sponsorships that place them at the actual events.
FISA homepage
For example, Swiss watchmaker TAG Heuer partnered with the Rugby World Cup in a move that helped the brand reach 1.6 million consumers in New Zealand and more than 4 billion consumers in 200 additional countries (see story).
In addition, Audi has long been affiliated with the Le Mans 24 auto race last year, furthering the partnership with a branded mobile application (see story).
Also, German automaker Mercedes-Benz increased awareness and showcased the 2012 CLS63 AMG model at the Miami Beach Polo World Cup (see story).
The most important component of sponsoring an event is making sure that the event and brands support one another and have the same values and personalities.
“There is an alignment to each of the brands who sponsor the awards,” Ms. Neuharth said. “With Audi, it is the truth of engineering and crafting a story – the truth that every filmmaker wants to say in creating their art.
“For Piaget, it is that they are creating masterpieces,” she said. “This is also what filmmakers do, just with different tools.”
Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York
Share your thoughts. Click here
