Advertisers relish the big stage that events like the Super Bowl, Grammy Awards, Olympics and (this Sunday) the Academy Awards provide. Creative departments are no doubt buzzing in the weeks leading up to big-viewer moments like these. Recently, many advertisers have been using the opportunity to bridge large television audiences to new media.
Dove is running a user-generated campaign this year. They asked women to illustrate “everyday luxury” in a 30-second video. You can cast your vote for the best of the five remaining finalists on the Dove Cream Oil campaign site. Dove will announce the top two entries in their advertisement slot during the Oscars. Academy Award viewers will then be able to vote for the best ad during the show both on the Dove website or by text message.
Dove understands interactive marketing. To find out who else does, you can keep up with Oscar Advertising news on the Oscar Freak blog published by Nielsen online.
Of course, advertising during these big events doesn’t come cheap. Super Bowl Advertisers paid $2.7 million per 30 second spot this year and the price tag to showcase ads during the Academy Awards will be around $1.7 million per 30 seconds.
It’s no wonder why television network execs are thankful that the writer’s strike is over in time for this year’s Academy Awards.
How can email marketers get creative and leverage these big television events? There is no reason that they shouldn’t run their own UGC campaigns or other interactive events around the buzz of the Academy Awards or other big ticket events. Have you ever considered having an Oscar campaign, announcing your “Best Product”, “Best Supporting Product”, etc.?
