At the London premiere of A Complete Unknown, the red carpet featured an unexpected star, although a familiar sight to many Londoners – a bulky, bright green electric bike. Leading actor, Timothee Chalamet, sparked a cultural moment by arriving at the event on a Lime bike, reportedly earning a £65 fine in the process.
As awards season approaches, we can expect to see more brands infiltrate the red carpet and beyond, aligning themselves with the stars and conversations, boosting their visibility and social currency. This article explores how brands can navigate their brand presence during award season, and the increasing importance of a ‘behind-the-scenes’ presence.
Becoming not just visible, but front-of-mind
To the surprise of many, Timothee Chalamet’s appearance on the red carpet with London’s most conspicuous bike was ‘unplanned’ and ‘unpaid’. Lime has had several celebrity sightings. Yet, what may appear spontaneous and a stroke of marketing luck for the brand is actually the result of Lime’s longer-term strategy to embed itself into culture, as brand communications director Carolyn Rosebrough claims. During award season, we might expect to see the usual headline sponsors – EE for the BAFTAS, Rolex for the Oscars – but whilst these brands might be conspicuous, it is the brands like Lime who embed themselves in the cultural moment and become part of the conversation, who stand to benefit the most.
Benefits to a behind-the-scenes presence
Lime was able to build on their red-carpet moment by amplifying the event across socials. It is the online conversation surrounding awards season that provides opportunities for brands to enter the awards space. Whilst celebrities are the traditional faces of these events, brands can also tap into influencers, dressing them or becoming part of their red-carpet preparations, as H&M and L’Oreal have done in recent years. While celebrities embody aspiration, influencers create a sense of connection. Loyal followers will go to them for recommendations, because they are relatable enough to build trust and inspire purchase behaviour. Influencers, therefore, are the people who can bring audiences closer to these events.
Opportunities for brands in 2025
It is perhaps through this kind of behind-the-scenes presence that brands can take advantage of the star power and glamour of awards season. We have moved beyond a world in which only the official sponsors of awards season can be visible – the opportunity to embed themselves in the cultural conversation is open to all. By strategically aligning themselves with the glamour and conversation surrounding these events, brands can amplify their cultural relevance and consumer engagement.
