USA Network, which has several series in the running for Emmys this year (including “Burn Notice,” “Covert Affairs,” and “White Collar”), took an unusual approach to campaigning this past weekend (June 18-19). In an effort to court TV Academy members and promote itself as an environmentally friendly company, USA visited farmers markets in the Los Angeles area, giving away water bottles and reusable tote bags branded with the network's “For Your Consideration” message.
The network also dispatched its ambassadors to popular hiking trails and dog parks, distributing dog treats in areas such as Griffith Park and Laurel Canyon in the hopes that the way to voters' hearts is through the stomachs of their four-legged friends. This outdoors-driven campaigning comes at a time when “green” is the watchword in Hollywood.
Voters who like to stay indoors are not being ignored. USA is unspoolng a thirty-second FYC commercial in 1200 movie theaters before films including “Green Lantern,” “Super 8,” and “X-Men: First Class.” The ad, which will continue to run until Thursday, June 23 (the day before Emmy ballots are due), features the stars of the network's Emmy-contending shows.
The network had Emmy success in the past with its quirky detective series “Monk,” whose star, Tony Shalhoub, won Best Comedy Actor three times. And last year Sharon Gless broke through with a Best Supporting Drama Actress bid for “Burn Notice.” However, “White Collar” and “Royal Pains” were snubbed for their first seasons. New series “Fairly Legal” and “Covert Affairs” compete this year for the first time; “Affairs” recently earned a Golden Globe nomination for its star, Piper Perabo.