\n
Celebrities aren\u2019t the only ones flocking to the 97th Academy Awards this weekend.<\/p>\n
Brands like Rolex, Prudential, and T-Mobile are set to appear in Sunday\u2019s Oscars on ABC as Disney brings more sponsors onto the red carpet and into the broadcast.<\/p>\n
This year, Disney has seen a 50% YoY increase in brands looking to activate through custom placements, sponsorships, or both, John Campbell, Disney\u2019s SVP of streaming, entertainment, and multicultural solutions, told Marketing Brew amid a broader clamoring from brands to integrate with live programming.<\/p>\n
\u201cThere\u2019s really three things that CMOs are asking from us consistently: one, a return to content, two, help us maximize the moment, and three, bring me more and more live moments,\u201d Campbell said. \u201cHow do they get closer to our IP, our talent, [and] our brands? How do we make that feel accessible for them? How [do we] bring that full enterprise versus a campaign approach versus a one-off? You\u2019re going to see a lot of that this weekend.\u201d<\/p>\n
Beyond brand interest, Disney is putting plenty of marketing might behind the broadcast and will stream it live on Hulu for the first time ever to encourage viewership and younger and more multicultural audiences to tune in.<\/p>\n
Showtime!<\/h2>\n
This year, brands are able to start showing up before the show even starts, with the option of sponsoring \u201ctagged tune-ins\u201d on ESPN promoting the Oscars and nominated films, Campbell said. (Some of those films were also put into collections on Disney+ and Hulu to drum up further interest.) On the night of, the Oscars will have three main brand partners, or \u201cproud sponsors,\u201d according to Campbell, with Rolex returning for the eighth time in the telecast with an in-show placement, along with Prudential and T-Mobile.<\/p>\n
Ads set to appear in the linear broadcast will be \u201cpassed through from the linear feed to the streaming feed\u201d during the show, Campbell said, and as of Wednesday, Disney was almost sold out of ad inventory for the telecast. Advertisers set to appear include pharma company Eli Lilly, beauty brand L\u2019Or\u00e9al, and shoe company Skechers.<\/p>\n
\u201cWe take this \u2018Oscars everywhere\u2019 approach or our \u2018content everywhere\u2019 approach, and we maximize these moments in full to really help brands surround themselves with the show across every Disney touchpoint,\u201d Campbell said.<\/p>\n
Brands aren\u2019t just partnering with Disney to show up around the Oscars. On Wednesday night, Levi\u2019s is hosting a celebration for the Oscar-nominated film A Complete Unknown<\/em> with the film\u2019s costume designer. Saint Laurent and Vanity Fair are throwing a bash for entertainment industry folks on Friday, and on Saturday, Charles Finch and Chanel are putting on a pre-Oscars dinner and party.<\/p>\n\n
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Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
A Sunday night viewing party, presented by the Academy and hosted at Los Angeles\u2019s Academy Museum, will be supported by Sony Honda Mobility\u2019s electric vehicle brand Afeela. An Oscars Governors Ball celebration following the broadcast, meanwhile, <\/strong>will feature several alcohol sponsors, including Don Julio tequila and Clarendelle and Domaine Clarence Dillon, which will provide the red and white wines poured at the celebration. This year, the ball will also feature an exclusive champagne sponsor, Champagne Lallier, for the first time.<\/p>\nThe more, the merrier<\/h2>\n
Disney has been promoting the Academy Awards since the start of the year. Oscars promo kicked off with Dick Clark\u2019s New Year\u2019s Rockin\u2019 Eve<\/em>, and the night has also been promoted on social and out-of-home, according to the network, with promos highlighting its availability on Hulu and ABC. To further promote the night, Disney also executed takeovers on various publisher platforms.<\/p>\nOscars viewership has declined in recent years, but has seen a slight upswing since 2022, and in an effort to expand viewership beyond linear on ABC, Disney isn\u2019t just streaming nominated films but is making the actual awards show available on streaming. Not only will the program be aired on Hulu for the first time, it will also stream on Disney+ internationally, Campbell said; the Disney+ stream in France will be sponsored by Christian Dior Parfum, marking the first international sponsorship of the awards show.<\/p>\n
\u201cMore and more of our live entertainment specials will be streamed across our streaming platforms,\u201d he said.<\/p>\n
To further boost visibility, Disney tapped Publicis-owned influencer marketing platform Influential to work with influencers who will show up on the red carpet before the show, according to Campbell. Amelia Dimoldenberg, host of YouTube series Chicken Shop Date<\/em>, will be on the red carpet interviewing celebrities. Disney is further boosting coverage on socials, including on TikTok, through its Pulse Premiere ad product, Campbell said.<\/p>\nAfter awards night wraps, Disney will conclude its \u201cOscars everywhere\u201d approach on Monday with wrap-up segments on ABC\u2019s Live with Kelly and Mark<\/em> and Good Morning America<\/em>. Films up for awards could stand to get even more engagement across Disney\u2019s streaming platforms even after Sunday night, Campbell said.<\/p>\n<\/div>\nRead the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Celebrities aren\u2019t the only ones flocking to the 97th Academy Awards this weekend. Brands like Rolex, Prudential, and T-Mobile are set to appear in Sunday\u2019s Oscars on ABC as Disney brings more sponsors onto the red carpet and into the broadcast. This year, Disney has seen a 50% YoY increase in brands looking to activate […]<\/p>\n","protected":false},"author":1,"featured_media":22021,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22020","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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