Not only does this reek of some goofy idea of internet/TV/product placement crossover, but, my god, look at the official name of the award/sponsor combination. Now that's going to be a mouthful for any acceptance speech.
via press release:
THE "61ST PRIMETIME EMMY(R) AWARDS" GIVES FANS A VOICE IN SELECTING THE "BREAKTHROUGH PERFORMANCES OF THE YEAR," SPONSORED BY VASELINE(R) SHEER INFUSIONTM WITH STRATYS-3TM
Voting Begins Sept. 2 on TV.com; Top Three Vote-Getters Revealed During Telecast;
Voting Remains Open throughout Show with Winner Announced at End
Television fans will be able to play an active role in the 61ST PRIMETIME EMMY® AWARDS by casting their votes for the "Breakthrough Performance of the Year." The top three performances - the most talked-about moments on television throughout the past season - will be revealed during the telecast, with the top choice announced at the end of the show. Hosted by Neil Patrick Harris, the Primetime Emmys will be broadcast live from the Nokia Theatre in Los Angeles Sunday, Sept. 20 (8:00-11:00 PM, live ET/delayed PT) on the CBS Television Network.
Unilever is sponsoring the "Breakthrough Performance of the Year" on behalf of new Vaseline® Sheer InfusionTM with Stratys-3TM, the biggest breakthrough in body lotion in 10 years. Vaseline's sponsorship, brokered by Vaseline's media agency, Mindshare, is a unique opportunity to extend Vaseline's breakthrough platform.
Starting today, fans can go to www.tv.com/breakthrough to cast their vote for the "Breakthrough Performance of the Year." Clips of the 15 performances will be available to view on the site, from which fans can select their favorite. On Monday, Sept. 14, the performances will be narrowed down to 10 and the top three will be revealed on the live Emmy telecast. During the show, viewers can continue to vote for their favorite of the three. The Breakthrough Performance of the Year, as chosen by television fans on TV.com, will be announced at the end of the telecast.
"Television is a medium defined by memorable moments and stirring performances that get people talking," said Jack Sussman, Executive Vice President, Specials, Music & Live Events, CBS Entertainment. "We want to give fans the opportunity to voice their thoughts on the events and personalities that defined the 2008-2009 television season and have their votes play a direct role in shaping part of the Emmy telecast."
"We are very proud to partner with such an exciting entertainment property as the Emmys to provide a launch platform for new Vaseline® Sheer InfusionTM with Stratys-3TM," said Srini Sripada, Marketing Director, Unilever Skin Care. "Our goal is to communicate that Vaseline Sheer Infusion is the biggest breakthrough in body lotion in 10 years, and what better way to do that than by recognizing other breakthrough performances delivered throughout the year? We understand the hard work and dedication that goes into delivering a superior performance and are confident that this sponsorship will be a powerful way to generate excitement for the brand's new innovation."
The 61ST PRIMETIME EMMY® AWARDS is being produced by Don Mischer Productions. Multiple Emmy Award winner Don Mischer recently produced and directed "We Are One: The Obama Inaugural Celebration at the Lincoln Memorial," and the Bruce Springsteen Super Bowl XLIII Halftime Show.