Traditionally it has been a Superbowl phenomenon, but advertisers are now turning liberal with many having released a preview or description of their advertisement campaigns for the upcoming Academy Awards to be held and telecast on February 27.
One reason for the trend to have hit the advertiser could be that they expect the previews to generate greater interest and consequently eyeballs, as commercials during the event are usually secondary to the excitement and anticipation created by the show itself. Speaking with Forbes magazine, eminent marketer Jeffrey Hayzlett explains, With the Super Bowl, you're going to the bathroom during the game, not during the commercials. With the Oscars, you're going to the restroom so you can rush back in your seat and see what the next announcement is... Building up interest by sharing the creatives beforehand - through online video sites or social media channels - is seen as one way to earn greater mind and media share, say experts.
Take a look at some of the key players in this huge marketing game, where a single slot costs $1.7 million:
JCPenney: Set to debut during the Academy Awards, the sponsoring retailer's new campaign builds on the Company's New look. New day. Who knew!® marketing platform with a new tagline We make it affordable, you make it yoursTM.
Created in collaboration with ad agency Saatchi & Saatchi, the commercial will air during seven 30-second slots during the show. They will highlight JCpenney's array of Women's and Men's fashion offerings as well as separate spots on key brand initiatives including Liz Claiborne, MNG by Mango, People StyleWatch and Cindy Crawford Style.
Furthermore, in select local markets, additional vignettes will air during the Academy Awards featuring fashion blogger Geri Hirsch, who will showcase the store's spring fashions as she styles a unique look for herself and a friend getting ready for an Academy Awards viewing party.
Best Buy: The Best Buy campaign is an extension of their Superbowl XLV commercial that brought together musical sensations Justin Bieber and Ozzy Osbourne to help share their message future-proofing tech gear now with Buy Back will help avoid obsolescence in the ever-changing world of technology.
The twist here is that the commercial will now feature an end that has actually been voted for by users online. Immediately after the game, Best Buy had announced the poll campaign on its website, encouraging fans to vote for one of three alternative endings to the Big Game commercial.
Hyundai: The exclusive automotive sponsor for the Oscars, Hyundai has nine slots during the evening, showcasing its Sonata, Sonata Turbo, Sonata Hybrid, Elantra, Genesis and Equus models. Two of the commercials will be during the pre-show red carpet telecast, showing the campaigns Good Things Come in Threes featuring Sonata's three distinct powertrains, and Comfy Home featuring the luxurious Equus flagship sedan. The seven in-show ads are Family, featuring Sonata; Anachronistic City featuring Sonata Hybrid; Drawing Board, Childhood, and Deprogramming all featuring Elantra; Greatest Luxury, featuring Genesis; and iPad highlighting Equus' unique application of an iPad owner's manual.
Four of these, Drawing Board, Greatest Luxury, Anachronistic City, and iPad have Arrested Development star Jason Bateman providing the voiceover.
Livingsocial.com: Daily deals company and Groupon competitor Livingsocial.com is reportedly going to air two ads during the show, for which it has provided sneak peeks on Youtube. The commercials will combine a couple's seamless experiences from cinema through hair treatment, seaside dining, spa massage and finally sky-diving, conveying the ease and enjoyment that the site affords in locating a wide range of deals. [Watch first and second preview ads]