To further position the SAG Awards as one of the most highly regarded events in the entertainment industry and drive tune-in on TBS/TNT, we executed a strategic earned media campaign and were behind the scenes of the infamous Brad Pitt and Jennifer Aniston reunion.

BIGGEST MOMENTS IN POP CULTURE

Our goal was to increase viewership among SAG’s target demographic of 18-49. To capture this demographic, we pitched exclusive editorial features promoting tune-in to influential media outlets. The leadup to the awards ceremony, we built momentum by securing top-tier media coverage for the pre-events including Nominations Press Conference, Statue Pouring, Cocktails with SAG Awards Preview, Post-Awards Gala Preview and livestream Pre-Show.

Backstage at the 26th Annual Screen Actors Guild Awards, we were tasked with managing press, escorting talent, and reuniting SAG Award winners Brad Pitt and Jennifer Aniston for their first public photo in over a decade. The on-site PR team proactively positioned the house photographer to capture the photo guerilla-style. We worked with the backstage press to push it out immediately making the image a worldwide viral moment of the year. Across TV, digital and print news platforms — as well as social media — the reunion pic scored $20 million in equivalent brand value, according to Apex Marketing Group.