--- title: How Vanity Fair Used Subtext This Awards Season description: Learn how Vanity Fair used Subtext to drive podcast tune-in and engagement during the 2021 award season. image: https://info.joinsubtext.com/hubfs/Vanity%20Fair-1.png --- [![Subtext Logo](https://info.joinsubtext.com/hubfs/subtextlogo.svg "Subtext")](https://joinsubtext.com/) Menu - Customers Open Dropdown Close Dropdown [Newsrooms & Media Newsrooms & Media Headlines, current events, local news…](https://joinsubtext.com/v/media) [Music Music Artists, labels, festivals...](https://joinsubtext.com/v/music) [Sports Sports Athletes, game coverage, podcasts…](https://joinsubtext.com/v/sports) [Marketing & Commerce Launches, events, affiliate marketing…](https://joinsubtext.com/v/marketing) [Creators Creators Influencers, podcasters, thought leaders…](https://joinsubtext.com/v/creators) [Politics & Advocacy Politics & Advocacy Politicians, PACs, organizations…](https://joinsubtext.com/v/politics) - Features Open Dropdown Close Dropdown [Features Overview Features Overview View all Subtext features at a glance](https://info.joinsubtext.com/features)[The Subtext Platform The Subtext Platform Broadcast composer, subscriber inbox...](https://joinsubtext.com/f/subtext-platform)[Subscriber Growth Tools Subscriber Growth Tools Landing pages, embeds, keyword sign-ups...](https://joinsubtext.com/f/subscriber-growth-tools)[Engagement Tools Engagement Tools Auto-replies, SMS surveys, drip sequences...](https://joinsubtext.com/f/engagement-tools)[Audience Segmentation Audience Segmentation Audience tags, segments, personalization...](https://joinsubtext.com/f/audience-segmentation)[Analytics, Subscriber Data & Reporting Analytics, Subscriber Data & Reporting Monthly reports, live analytics, 1st party data...](https://joinsubtext.com/f/analytics-reporting) [API & Webhooks API & Webhooks SMS API, subscriber management...](https://joinsubtext.com/f/api-webhooks) [Security, Compliance & Support Security, Compliance & Support 10DLC registration, audit logs...](https://joinsubtext.com/f/security-compliance) - [Case Studies](https://info.joinsubtext.com/case-studies) - [Blog](https://info.joinsubtext.com/blog) - [Log In](https://joinsubtext.com/dashboard) - [Book a Demo](https://joinsubtext.com/#sign_up) ![](https://info.joinsubtext.com/hubfs/Vanity%20Fair-1.png) # How Vanity Fair Used Subtext This Awards Season Published by [Subtext](https://info.joinsubtext.com/blog/author/subtext) on May 3, 2021 This week we’re highlighting the super hosts of [Little Gold Men](https://joinsubtext.com/littlegoldmen?utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz-8jCOvn-OsevpFrWWsKQNdZkVXSNpVuZbD28OBPY94-VqyJocWaC1gyklKQO_54V4N478h4), the Subtext campaign that compliments [Vanity Fair’s successful podcast](https://podcasts.apple.com/us/podcast/little-gold-men/id1042433465?utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz-8jCOvn-OsevpFrWWsKQNdZkVXSNpVuZbD28OBPY94-VqyJocWaC1gyklKQO_54V4N478h4). ![73954-jpg](https://info.joinsubtext.com/hs-fs/hubfs/73954-jpg.jpeg?upscale=true&upscale=true&width=190&name=73954-jpg.jpeg) These hosts are best known for offering their audience an all-access pass to Hollywood, from awards shows to red-carpet premieres and everything in between. They've done an awesome job using their campaign to engage listeners and spark live thought-provoking conversations during the show, and we can all learn a lot from their strategy. Vanity Fair sets a killer example of using SMS communication to drive the audience to podcast episodes. They did this seamlessly around the Oscars by creating a sequence of pre-engagement opportunities for weeks leading up to the tentpole event. Check out some of the highlights below! ##### Example Broadcasts: *Predicted winners: * ![Little Gold Men 2](https://info.joinsubtext.com/hs-fs/hubfs/Little%20Gold%20Men%202.png?width=802&height=458&name=Little%20Gold%20Men%202.png)   *Sparked conversation: * ![Little Gold Men 3](https://info.joinsubtext.com/hs-fs/hubfs/Little%20Gold%20Men%203.png?width=802&height=485&name=Little%20Gold%20Men%203.png) *Provided behind-the-scenes exclusive content before and after the main red-carpet event:* ![Little Gold Men 4](https://info.joinsubtext.com/hs-fs/hubfs/Little%20Gold%20Men%204.png?width=760&height=417&name=Little%20Gold%20Men%204.png)   According to [Katey Rich, Deputy Editor of Vanity Fair](https://twitter.com/kateyrich?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz-8jCOvn-OsevpFrWWsKQNdZkVXSNpVuZbD28OBPY94-VqyJocWaC1gyklKQO_54V4N478h4), the texting capability has proven to be a great resource for connecting with their audience.  ![QuoteCardSocial4](https://info.joinsubtext.com/hs-fs/hubfs/QuoteCardSocial4.png?width=383&name=QuoteCardSocial4.png) She also says they’ve been loving the audience engagement that comes along with Subtext.   *![QuoteCardSocial5](https://info.joinsubtext.com/hs-fs/hubfs/QuoteCardSocial5.png?width=381&name=QuoteCardSocial5.png)* They’ve been creative with the ways they utilize their readership, like using it to inspire their reporting and show segments. Katey shared that often, they’ve used Subtext for their “Mailbag” segment, where they go through a series of Q&As.   *“Many of their questions are the same kinds of questions we'll be asking ourselves, and it's gratifying to know our audience is so in sync with us. They've also encouraged us to do some of our own reporting, seeking out answers to their questions about when certain films will be available, which awards they're eligible for, and more.”* Great work, team! We've all loved following along awards season with you.  Tags: [Use Cases](https://info.joinsubtext.com/blog/tag/use-cases), [Media](https://info.joinsubtext.com/blog/tag/media), [Entertainment](https://info.joinsubtext.com/blog/tag/entertainment) [Back to Blog](https://info.joinsubtext.com/blog) ### Ready to start texting? [Schedule a Demo](https://info.joinsubtext.com/book-a-demo) ## Related Articles ## [Q&A with FloridaPolitics.com Publisher Peter Schorsch](https://info.joinsubtext.com/blog/qa-with-floridapolitics.com-publisher-peter-schorsch) At Subtext we're fortunate to work with amazing partners across media, sports, entertainment,... [Read More](https://info.joinsubtext.com/blog/qa-with-floridapolitics.com-publisher-peter-schorsch) ## [Text Channels to Subscribe To This Month: April 2024](https://info.joinsubtext.com/blog/text-channels-to-subscribe-april-2024) April showers bring not just May flowers but also a refreshing array of SMS channels that are... [Read More](https://info.joinsubtext.com/blog/text-channels-to-subscribe-april-2024) ## [Audience Engagement Q&A: Ross Jackson of LockedOn Saints](https://info.joinsubtext.com/blog/audience-engagement-masterclass-lockedon-saints) At Subtext, we’re fortunate to work with amazing partners across media, sports, entertainment,... 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