As part of a bigger online push to promote this year's Screen Actors Guild Awards broadcast, Turner Entertainment has enlisted marketers including MasterCard, Listerine and L'Oreal Paris for
cross-media sponsorships extending to the Web. MasterCard will play the biggest role online with exclusive sponsorship of streaming coverage from the SAG Awards on TNT.tv and AOL Broadband including a
red carpet pre-show and press interviews. The actual awards show will be simulcast on January 28 on TNT and TBS. MasterCard on-air spots will direct viewers to its priceless.com site to view
highlights of last year's awards show. Separately, L'Oreal Paris is sponsoring a sweepstakes contest on the SAG Awards microsite on TNT.tv that will send one grand prize winner on an all-expenses paid
trip to Los Angeles. Nestle's Lean Cuisine and Subaru are sponsoring the SAG Awards page on TBS.com.
--Mark Walsh
