No one (but your clients) cares about silly award shows. Seriously, no one does.
Just look at this ballsy campaign for the Cassies. It’s pretty brave to promote your award show by openly admitting the no one outside of advertising cares about it. The commercials directed by Aleysa Young at Untitled Films are hilarious and have been getting lots of love in ad-blog-land. You can see them here: Teenager; Cop; Wife.