Posts Tagged ‘Advertising Age’


Oscar’s Social Media Fever

Friday, February 25th, 2011

The Academy Awards Show is my Super Bowl. That’s what I’ll tell my husband on Sunday, when I NEED to start watching the TV at 3 p.m. and switch between channels for all the best Red Carpet viewing possible. Additionally, I’ll have one or two laptops going with multiple Twitter searches refreshing faster than I can read. YouTube will help me replay some of the best and worst dresses on the Red Carpet.

I used to host an Oscar viewing party. But, I don’t need to anymore. I have all my social mediaAcademy-Awards friends to confirm that so-and-so did have the ugliest dress and celebrity Y should have shaved.

The Wall Street Journal confirmed I’m not alone and reported on the efforts of several agencies who have celebrities posting  live updates via Twitter and Facebook streams during the Oscars. The article reports social media advertising company MyLikes Inc. has Khloe and Kourtney Kardashian commenting on fashion via Twitter for fashion site Gilt Groupe.  It was noted, however, that marketers are still working to find the fine-line between selling and adding to the conversation.

This year, Oscar.com will offer live streaming from backstage in an effort to attract younger users to their site. Additionally, there will be interactive ways to enter your predictions and help choose a designer dress for the on-stage awards escort.  If you have an iPad, you can download the Oscar app for the same interaction. Adding to the interactivity, Sprint is partnering with People.com for a real-time trivia game during the show.

Advertising Age says the cost for a 30 second spot for the Academy Awards show has increased this year to $1.7 million, and the Los Angeles Times reports the spots are sold-out. It’s not the $3 million the Super Bowl demands, but it’s getting there for arguably the second most watched event of the year. Oscar commercials are usually targeted to women, unlike the Super Bowl ads, which were mostly directed at men. This is an opportunity for advertisers to target the real decision makers in most households.

I wonder how many brands are looking for tie-ins to Oscars to capture the interest of the media and celebrity obsessed viewers? Pop Secret hosted a Twitter party, #PopCameraAcation, on February 24 and they used mommy bloggers to spread the word. What other hashtags will I be encouraged to use on Oscar night?

In my earlier BurrellesLuce Fesh Ideas post on 2010 Trends and 2011 Predictions…, the 2010 Academy Awards did not make the top 10 for Twitter trends. Could this have been because there are several hashtags being used to talk about the event? Also in the post was a prediction for the true integration of social media with PR. Will PR efforts around the Oscars take us a step closer to this?

How are other marketers promoting their brand with a tie-in to the Oscars? What will communications professionals learn from this year’s Academy awards? Were they successful? I’d like to hear your thoughts.