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Friday, March 5, 2010

Oscar advertisers hope to build buzz on Twitter, Facebook - USATODAY.com

  • The Oscars are Social this year! Do you install your toilet paper over or under? Do you want to gossip live about the best and worst outfits on Facebook? If only I had an iPhone, I could predict winners with the Oscar app!

    tags: Oscars, smm

    • Among this year's Oscar social-media tricks:

      •Be app-y. The Oscars event is getting its own iPhone app. Users can access a nominees list in all 24 categories and trailers for the 10 best picture nominees. They can make predictions to share via Facebook and Twitter. "We want to connect with movie lovers wherever they are," says Janet Weiss, the academy's director of marketing.

      •Leak ads.J.C. Penney will "leak" all seven of its Oscar ads via its Facebook page before the ads air during the show, says Nick Bomersbach, vice president of digital marketing. "The commercials are fan-based, and people like to comment on them."

      •Dish the dresses.Samsung is sponsoring ABC.com's Oscar "red carpet," which will have live steaming of celebs arriving. A Facebook chat function will act as "a virtual online water cooler," says Peggy Ang, vice president of marketing.

      •Hype news. Because of Academy Awards rules, sponsor Hyundai could not have its regular ad voice, best actor nominee Jeff Bridges, in its Oscar ads. So Hyundai is explaining on Facebook it rejiggered all seven ads with famous substitutes, says marketing chief Joel Ewanick.

      •Go goofy. Advertiser Cottonelle toilet paper is nudging Oscar watchers to vote and chat online about whether they install their rolls "under or over," says John Stanwood, senior brand manager.

      •Act snarky. Oscar advertisers might learn something from the bar at hotel Casa del Mar in Santa Monica, Calif. It will have several side-by-side flat screens — one with the Oscar show, the companion with a live Twitter feed inviting guests to tweet comments. Guests who make the funniest or most biting tweets will get free drinks.


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