The Academy Awards - Participate!

The Academy Awards are coming this Sunday night.  While I often say that the SuperBowl is the marketer's holiday, The Academy Awards are right up there with it because I consider The Oscars to be the pop culture moment of the year ... for that reason us fellow marketers need to be at attention.  Love the new tagline ... "Life. Camera. Action."  Says it right there!

Feature films, their stars, their scripts, their fashion, and yes of course their marketing all have tremendous influence on what we do, what we wear, what we talk about ... even what language we use.  Think "you had me at hello."  So it's important as marketers to pay attention to these kinds of events, as we look to connect with consumers over the course of the next year and beyond.

I believe we need to do more than just watch, though, we should participate!   Which is why I am hosting another Twitter party to talk about all the marketing during The Academy Awards -- OscarExp.  We did it last year and had a blast.  And if this year's SuperBowl, Golden Globes, and Grammy Awards are any indication, then a good time will be had by all.  And we'll all learn a little something in the process ... and have lots to talk about at the "water cooler" the next morning.

The advertising and promotion will be in full force.  The two leading advertisers, Hyundai and JCPenney, are each spending over $10million during the show, more than most of the nominated films had in their entire advertising budget.  "The Artist" only spent $500,000 in advertising, and it's nominated for Best Picture!  Proof that we should be tracking and commenting not just on the advertising, but also the sponsorships, promotions, and social media to get a full picture of the marketing activity in and around the awards.

So join us at 6:00pm EST on Sunday 2/26 -- we'll do a little red carpet with E! and the Glam Cam (wonder if P&G will sponsor it again), and then we'll jump to the awards show.  Get your fingers ready, because the commentary is fast and furious!  See you there ...

What's your experience?  Jim.

Jim Joseph
President, North America of Cohn & Wolfe
Author of The Experience Effect series
Professor at NYU


By the by -- we'll be giving away movie passes at AMC and Regal cinemas, so definitely participate!