Lady Gaga was invited. So was Mahershala Ali. But the screaming fans outside Vanity Fair’s Oscar party in Beverly Hills on Oscar night might have had a hard time recognizing everyone — like the two civilians who secured invitations in an online auction, bidding with customer-loyalty points from Marriott.

[Here’s all the photos from the Oscars red carpet.]

“Our team really went deep into discussion with Condé Nast about this specific event,” said Karin Timpone, the global marketing officer of Marriott, a sponsor of the party. Ms. Timpone will be attending — along with executives from L’Oréal Paris, Giorgio Armani Beauty, Johnnie Walker, Hennessy X.O., Verizon and other “brand partners” of the magazine.

Genesis, an advertiser, provided cars and drivers to ferry the stars that night: the capstone on a week of branded events that will generate more than $10 million of revenue for Vanity Fair, according to Chris Mitchell, the chief business officer of Vanity Fair and other Condé Nast titles.

“It’s not that we’re slapping logos on the wall,” Mr. Mitchell said. “We’re finding additional media opportunities we can monetize that come out of the party.”