As WhoSay's Celeb Network Grows, More Marketers Look to Stars for Branded Content

Leading up to Sunday's big awards show, Dawson will release five short videos on her social media accounts that will feature her tooling around Los Angeles as she prepares for the store's grand opening—driving not just any car but a Lexus, which sponsors the video series. 

"Quite often, you see sponsorships from big companies at an event­—but not on these other fronts, where you're showing what you're doing [as a celebrity] and collaborating with [a brand]," said Dawson, star of the forthcoming Netflix series Daredevil, adding that she has shied away from more garden-variety endorsements.

In the campaign, Lexus is partnering with WhoSay, the social media service that lets celebrities manage their own social content.