People.com has just launched a channel on YouTube along with a Revlon-sponsored competition to co-host red carpet footage from the Emmy Awards this year. YouTube is heralding the deal as its first-ever co-branded competition, which is significant, because usually people come to YouTube to reach a big audience, not the other way around. People.com had 9.2 million unique visitors in May while YouTube had 66 million, according to comScore.
If you want to chat up celebs on the red carpet this fall, you’d better do your best to keep your cool while you interview friends and family for a 2-4 minute audition clip to be submitted on YouTube by July 21. Finalists will undergo the democratic gauntlet on YouTube and People.com. The prize is a trip to LA, plus hair, makeup, and access.