New telecoms brand EE has begun leveraging its 2013 British Academy Film Awards rights with an initial focus on the EE Rising Star Award
EE is the title sponsor of the event, replacing sister brand Orange which had a long standing partnership with the event, and its rights include naming rights over the event, the ceremony and the rising star award.
EE’s Rising Star Award activation revolves around the initiatives website which is essentially a public voting platform – as the award remains the only FILM BAFTA to be voted for by the British public.
First created eight years ago to honour a young actors, previous winners of the accolade include now established stars such as Tom Hardy, Kristen Stewart, Eva Green and James McAvoy. The five actors and actresses shortlisted this year are Elizabeth Olsen, Andrea Riseborough, Suraj Sharma, Alicia Vikander and Juno Temple.
The online voting mechanic (running from 7 January to 8 February) is available via the EE BAFTA website, via Twitter or through Facebook. All consumers who vote are automatically entered into a draw for the chance to win tickets to the BAFTA Film Awards ceremony itself.
The EE British Academy Film Awards will be broadcast on the BBC on Sunday 10 February 2013 and will once again be hosted by Stephen Fry.
The EE campaign website also includes a wealth of supporting material and nominee content to help consumers hone their decision making. Assets include ‘Spotlight Online Videos’ for each nominee hosted onsite via YouTube – such as that for Elizabeth Olsen
and for Andrea Riseborough
There are also comprehensive filmographies, a branded interview with each of the nominees, plus interviews with jury members including producer Pippa Harris and film critic Mark Kermode and with last year’s award winner Adam Deacon.
The campaign also inludes other elements such as print advetorials and magazine partnerships which both promote the awards and drive consumers to the voting platforms.
“Film is very important to EE, and by supporting the Rising Star Award we want to continue building on its great reputation as a credible and coveted accolade in the film industry,” states Spencer McHugh, Director of Brand at EE.
Comment:
In 2013, EE’s underlying objective behind the partnership is to promote its 4G broadband, the first in the UK, which enables consumers to watch high quality TV and film content on the move.
With the merging of the Orange and T-Mobile networks in the UK, a new umbrella brand EE has emerged from the partnership and its launch activity (built on a Kevin Bacon fronted integrated campaign) promotes its first-of-a-kind superfast 4G mobile and fibre broadband network.
Orange, and now EE, have a breadth of movie-led marketing strands including a range of film offers for its customers from two-for-one cinema tickets every Wednesday, to access to the new EE Film Store (which allows 4GEE customers to download and stream films on the go).
‘BAFTA is one of our most treasured and collaborative brand partnerships, and we are excited to announce it as the first sponsorship property for the EE brand – continuing our company’s 16 year relationship with BAFTA. Film is at the heart of what EE will offer customers, from streaming films from our film store over our 4G network to two for one cinema trips every Wednesday, and therefore our BAFTA partnership is ideal to help us communicate the EE brand values,’ says McHugh. ‘We are working closely with the great team at BAFTA to enhance the experience around the 2013 Awards and look forward to announcing some exciting activity in the coming months.’
‘We are enormously proud of our long-standing partnership. We share a passion for film and working together we have grown and developed the Film Awards into an exciting and vibrant event with a global audience,’ said BAFTA Chief Executive Amanda Berry when the deal was first announced. ‘We are very excited about the new opportunities we can now explore with EE and look forward to sharing the very best in cinema and engaging with more film fans than ever before.’
Links:
EE Rising Star Award Campaign Website
https://explore.ee.co.uk/bafta
Facebook:
YouTube
www.linkedin.com/company/ee-uk
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