Amazon Studios

TRANSPARENT
FYC Emmy Awards

CHALLENGE

Increase awareness for the Amazon original series Transparent to Emmy voters as part of their For Your Consideration Emmy Campaign.

green-emmy

11 Emmy Nominations

SOLUTION

Transparent FYC Mobs: 105 event staffers were outfitted in Transparent branded garb and provided a musical instrument and Transparent themed “protest sign.” FYC Mobs were transported in groups to 32 locations over three days that included top studios, press outlets, trade organizations, and talent agencies. At each location, staff would create a celebratory scene joyfully waving their Transparent signs, shaking their musical instruments, and engaging with passerby to vote for the show.

 

Transparent Partnerships: CR negotiated partnerships with the following organizations to extend Emmy awareness:

  • Olive & Thyme and Clementine – top catering companies for studio, trade, and talent agencies – Partnerships included Transparent branding on all delivery bags, custom Transparent stickers on food packaging, and free silk screened Transparent cookies in all orders.

 

  • The Bouqs: 2000 free Transparent bouquets were available first to Emmy voters and then to consumers to send to someone to 
support the “Be Yourself” theme.

 

  • Coolhaus (Emmy Campaign component): Once nominated, we 
extended the campaign to create a custom Transparent ice cream sandwich that was hand delivered in branded boxes to 44 top press and blogger contacts. Additionally, a Coolhaus ice cream truck with Transparent branding visited targeted locations to distribute free Transparent ice cream sandwiches to trade, press, and high traffic Emmy targeted locations.

 

Transparent Pride Actvation: 
CR produced a Transparent float for LA Pride that transported cast and special guests with 100+ marchers from LGBT partner organaizations walking with the float. CR designed and produced the largest sponsorship lounge area at LA Pride – the Transparent TranStation – that included social media photo marketing, premium distribution, and community experts.

RESULTS

  • Transparent was nominated for 11 Emmy’s, the most of any television comedy series.
  • Over 52,000 social posts utilizing the #BeTransparent and FYCTransparent tags.
  • Press and trade hits for the campaign included Variety, Hollywood Reporter, Access, Hollywood, LA Times, and additional top blogger sites.