The brands behind the event
If consumers “look behind the curtain” of any sponsored event, they’ll find a support system of brands that help to fund the event and reap their own benefits at the same time. In the case of the Nantucket Film Festival, taking place June 26-30 in Nantucket, Mass., beverage brands Stella Artois and Grey Goose are among the producing sponsors that will showcase their logos, products and more to the approximately 10,000 attendees at the five-day event. Stella Artois, a brand of Anheuser-Busch InBev, is the exclusive beer sponsor, and Grey Goose, a brand of Bacardi Limited, is the exclusive vodka sponsor.
“It is kind of a circular support system,” says Mystelle Brabbée, festival director. “There’s usually name recognition of film makers, writers, directors, actors, and they garner press, and the press helps get the brands. So they all support each other, and the brands come in and support the organization, which helps bring in the guests, and it kind of goes ’round and ’round.”
Because the festival doesn’t cater to “the paparazzi crowd,” many opportunities are available for brands to get their products photographed with celebrities, Brabbée says. Sponsors also can get their products in people’s hands at signature programs such as Late Night Storytelling and the All-Star Comedy Roundtable.
“Our festival has a mission with an eye toward screenwriting and storytelling, so we have a live storytelling event where guests of the festival will get up and tell five-minute stories kind of like around a campfire,” Brabbée explains.
Last year, the All-Star Comedy Roundtable included actors Ben Stiller, Bill Hader, Jim Carrey and Chris Rock. Both Stella Artois beer and Grey Goose vodka cocktails are distributed to attendees at these and many other events during the festival.
“Stella [Artois] has been around for a long time with us,” Brabbée says. “Because of that, our audience comes to expect that Stella is a sponsor, and they definitely associate Stella with our parties.”