I absolutely heart awards season (hooray Kate Winslet!!) and film festival buzz. So, I was excited to get an e-mail from GLAAD announcing the sixth anniversary of “Queer Lounge” at the Sundance and Slamdance film festivals in Park City, Utah. Is the Queer Lounge just another nightlife hot spot? I learned after clicking through the e-mail that Queer Lounge is a GLAAD program sponsored by ABSOLUT® Vodka that presents activities at the festivals where LGBT and LGBT-friendly filmmakers, professionals and audiences convene and network at the festivals. In addition to the educational aspects, there were cool perks for visitors to the Lounge, including comprehensive printed guide to the festivals' films by LGBT filmmakers or featuring LGBT content, online access through HP computers and free Wi-Fi, and a hospitality lounge where journalists can blog and conduct interviews. This year, the Lounge expanded its panel lineup to include a discussion about the role of film in addressing issues important to the LGBT community.
Kudos to ABSOLUT® for collaborating with GLAAD on this sponsorship. What is cool about this approach is that it was more than branding and naming rights. ABSOLUT® and GLAAD knew that LGBT brand loyalty comes from understanding what we are interested in and providing resources and support to those causes. So while the vodka is a nice freebie, what’s even better is that there was a dedicated place for LGBT-focused education and networking amidst the crowds and celebrities at Sundance. And the Lounge got some big names, including Jim Carrey, Ewan McGregor and Benjamin Bratt. Talk about attractive marketing…
Check out the GLAAD web site, where you can see clips of some of the panels presented at the Queer Lounge. This campaign begs a question—what do companies have planned to target LGBT audiences for the upcoming Academy Awards, with gay icon Hugh Jackman as emcee? Let’s brainstorm some ideas for red carpet events…
P.S.: I was on the road last week for work, so I spent the weekend catching up on TV via DVR. How gay network TV is becoming! Almost every show I watched had some sort of gay character or plotline, from Desperate Housewives and Brothers and Sisters, to Gossip Girl, 90210, Privileged, L-Word, and Big Love (and as Steve mentioned, The Real World). And this week—Prayers for Bobby. Please, no comments on my viewing habits…
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