The beginning of 2014 has been very busy with all of the major advertising opportunities occurring in the first two months of the year.
Researching information on both the Oscars and the Olympics, evaluate the effectiveness of each events advertising campaigns and the role integrated marketing strategies may have on each events success.
Both of the events are very good at the marketing strategies. They both use the traditional and WEB 2.0 methods to advertise themselves. Their purpose is to share, collaborate, and interact with the consumers in order to present the events nicely. For example, in both of these events official websites, they have side advertisements, this is a very popular marketing strategy nowadays. Especially, the Oscar is like a fashion show, or even it is better than fashion show, the dresses that actors and actresses wear are the advertisements for each of the brands. Most of the time viewers are concentrating on the clothes rather than the event itself.
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stefania
3/6/2014 01:26:03 am
The comment that you mentioned about the oscars being like a fashion show is so true. When the actors or actresses are being interviewed the first question that the interviewer will ask is "who are you wearing". It seems that it is more important for the person to know who they are wearing then what roles they were casted in this year. The designers must be very proud to know that their garments have made it onto the red carpet and it is a huge advertisement for them to be at the oscars.
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Mariax
2/28/2014 05:08:56 am
To start off, I want to say that both events have very good marketing strategies and they know how to target people's emotions, for example to make something funny or sad. The first event that I wish to talk about is the Olympics; the commercials that they used for the Olympics it isn't only to show that Canadians made it, but also it is targeting Russia's anti gay "issue" that they have against gay people. This commercial it is targeted to make you laugh and they succeed with their actions and words that they have picked to put into their commercial! The link for this advertisement is: http://www.mirror.co.uk/news/world-news/sochi-winter-olympics-2014-hilarious-3116812 and you see that Canadians made this commercial so they can be funny and supportive for the Olympics AND for gays.
The second one that I will talk about is about the Oscars and the link that I have used to share with you its a very smart and strategic one! They have picked a very jolly and upbeat song, they have picked Ellen DeGeneres for their commercial and the way it is made makes you want to be in a good mood and its makes you to want to watch the Oscsrs. All the background people are smiling, they are wearing the same clothes (suits) and they all seemed excited to be dancing to the upbeat song with Ellen DeGeneres and they seemed excited for the oscars. Both commercials used good strategics that make you laugh (olympic commercial) or make you be in a good mood and upbeat (oscars commercials).
http://www.youtube.com/watch?v=DisioPE86AY
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Minkyung Suk
3/1/2014 09:47:04 pm
This is the first time in my 19 years of life that I have been introduced to pay attention to the Oscars, so this was something new to me and by researching information on the Oscars, I found interesting marketing strategies that the Oscars used for their successful business. Both the Oscars and the Olympics used the traditional and Web 2.0 methods to advertise themselves, yet the most popular strategy that now is accessible to everyone around the world is Web 2.0. This marketing strategy allows the audience (us) to share, collaborate, and interact based on various social media platforms through TV, smartphones, and tablets no matter who you are and where you are. The Oscars incorporates Web 2.0 strategy. For example, they created a campaign called “You’re Invited,”* featuring live streaming in many different ways in order for the audience to engage in the Oscars to stay up-to-date. Moreover, Samsung will feature a new ad-campaign during the Oscars television broadcast called “One Samsung”** to advertise their products such as Galaxy Note Pro, Galaxy S5, Samsung Gear 2, Samsung Gear Fit and the world’s first curved UHD TV, in order to stimulate the audience as to how they can fit into society by using their products to take part of the Oscars by using Samsung’s new technology medium. These two companies cooperate together to better advertise themselves, and to involve the audience in their ongoing marketing and products. Therefore, these combined companies’ advertisements of their events/products are very effective and draw the audience’s attention pleasingly.
Furthermore, as I mentioned earlier in the Question #3, the Olympics also used both the traditional and Web 2.0 methods to advertise themselves with other companies such as Samsung, Canadian Tire, BMW, and etcetera. They used traditional methods such as internet-based campaigns and instant message links, which are convenient to use and an efficient way to engage the audience. Also, they used the Web 2.0 method to keep everyone in touch with the Olympics and share their personal thoughts online by using their smartphones, Internet, and other social network sites such as Facebook and Twitter, just as how I am sharing one now. Through these methods, consumer-to-consumer marketing can be created based on people’s own opinions and values when sharing a product or an event, which personal opinions can strongly influence the marketing of Sochi Olympics 2014.
***P.S. Check out the last link to find out the best and worst strategies for Sochi Olympics 2014
both event used the web 2.0 but the Oscar is spread more than the Olympics due to the Russia for the political problems but both of them were effective and great but im guessing that the Oscar had more success in spreading because women love to watch it for the dresses and the hair style and to follow more the actors and so on for that reason i guess that gave a point more to the Oscar thank you
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Vanessa Annunziata
3/2/2014 01:59:56 pm
I would like to say that both the Olympics and Oscars used web 2.0 for advertisements and publicizing the big grand events. They both used very great means of seeking the viewer’s attention such as great commercials, product placement and interesting hosts. The Oscars is more glitz and glam therefore a lot more people are interested about who will wear what on the red carpet, what can go wrong, who will be there and what to expect from it. The Olympics on the other hand is sports, which is not in everyone’s interest. In my opinion even if people do not like the Oscars they are somewhat interested in them because it combines almost every single celebrity in Hollywood in the same place at the same time. I would like to point out with the use of social media because of the Oscars, Ellen DeGeneres tweeted a photo of a “selfie” she took along side of Bradley Cooper, Angelina Jolie, Brad Pitt, Jennifer Lawrence, Meryl Streep and many more fabulous famous people. After this selfie was tweeted, twitter crashed due to the overload of retweets it got which was a total of 2.1M retweets. Both events had trending topics on twitter, Face book and Instagram, On twitter they had trending hash tags such as #Sochi2014 and #Oscars, the #Oscars hash tag had 5.6 Million tweets about this trend and the #Sochi2014 had 4.7 Million tweets about that trend, not to far but I expected the Olympics to have more because it is world wide and their commercials and many more things link to the Olympics such as clothes to food to their very own App in the App store. Last Years Oscars drew a United Stated audience of 40.3 Million when an estimated billion people viewed the 2008 Olympics opening ceremonies. The Oscars do have great things throughout the whole show and it is interesting to watch but in my opinion I think the Olympics are better advertised due to commercials and billboards and social media, where as I did not know the Oscars were coming up, the only way I knew was through this blog. Therefore you can see that I myself do not have a passion for either and knew every detail about the Olympics and none about the Oscars and that can only mean one thing, that the Olympics were better at aiming at target then the Oscars were. I think the Oscars is viewed out of curiosity where as the Olympics are viewed out of happiness of ones Country. Therefore I would have to say when it comes down to the success of campaigns and marketing strategies, I would have to say the Olympics take it home.
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Krystal Carty
3/2/2014 08:35:16 pm
Both events used Web 2.0 as well as traditional marketing strategies. They were both advertised so people everywhere would be able to know about each event. However, I feel the Oscars were much less limited than the Olympics were due to Russia's bad press and their strict rules.
Both used interactive platforms that allowed the audience to connect with the advertising and allowed them to feel like they were not only watching the events but that they were actually a part of them. Samsung used interactive advertisements for both the Olympics and the Oscars. It not only promoted their new products but it made the consumer feel like they were a part of the advertising process.
Both the Oscars and the Olympics are huge, international events. They have both become events that cannot be missed which can make advertising for them even more difficult because the consumers expectations are so high. Both events used traditional and Web 2.0 marketing to their advantage and made the customer feel like they we a part of the entire process.
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Stefania Marino
3/3/2014 12:39:11 am
For many, these two huge events allow for companies to show off their ad campaigns and target a larger audience. Samsung is one company that certainly worked hard to make an impression at both the Oscars and the Olympics with its newest round of smartphones and smart gear watches that are getting ready to hit the market. The ad campaign that they launched called "you need to see this" got a five minute spread throughout the Oscars. I found this ad very well thought out and certainly made me want to go out and purchase one of the products! especially the curved tv lol!.
The ad can be seen here. http://www.youtube.com/watch?v=nKuVnYntDvA
Not only did Samsung promote throughout the Oscars but was also seen on stage when Ellen DeGeneres flashed her Samsung galaxy to the audience and took a selfie to post it on twitter. This was a good idea for Samsung to do because they are seen at the Oscars where millions of people are watching and using Ellen DeGeneres who is a celebrity holding their product.
Although this was a good idea it was not as effective as the company wanted it to be. Ellen used the Samsung phone on stage at the Oscars and tweeted a picture with #Oscars #blessed # blurry and posted the pictures, but then went backstage and took selfies with her Iphone. At the Olympics Samsung also signed an agreement with David Beckham to promote the Samsung galaxy, but he was later seen at the superbowl using his Iphone... I don't know about you, but that's kind of embarrassing for Samsung. Seems like everyone prefers the Iphone over the Samsung even if they are paying them to use it lol!
Samsung isn't the only company that is using both the Oscars and
the Olympics to promote their products. Pepsi pushed its 7.5 ounce mini cans ads that celebrate famous movies. Every line of dialogue that is used in this commercial is taken from famous movies such as Titanic and Gone with the Wind. Pepsi was replacing cola cola this year as the primary sponsor of the Academy awards and the cost for a 30 second spot at the Oscars is 1.9 million dollars which I thought was crazy! Snickers, Lipton Team and Coldwell Banker are among some of the others that have had successful and effective marketing campaigns at the Oscars. I believe that integrated marketing strategies gives success to a company because they allow consistent brand messaging through not only one marketing channel but various ones using different promotional methods. Samsung did this by using paid advertising by using Ellen DeGeneres to promote the Galaxy phone, but also used social media when she hashtagged the picture and posted into onto Twitter.
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Julie Salazar
3/6/2014 08:43:38 am
Lol Steff! You are right about everyone using iPhones... Even Ellen said she was more comfortable using her own iPhone. But Samsung still strategically promoted their phones a lot during both events. I guess the sponsorship did really well since the tweet got RT almost 3M times!
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Stephanie Pallotto
3/3/2014 06:25:30 am
The Olympics and the Oscars are two big events to be broadcasted on television and must be advertised well in order to get the viewers they are aiming for. Both events used traditional marketing strategies and Web 2.0 to advertise their broadcasts. Team Canada produced the “We Are Winter” advertisements, while the Oscars had two different commercials both featuring the host, Ellen DeGeneres.
The Olympics had to have been mentioned in almost every advertisement weeks before the games even started. Reason being, there are many Olympic sponsors who put out their ads before the Olympics start. I find this works since it let’s the population know that the Olympics are coming.
On the other hand, I found there was a lack of advertisements concerning the Oscars. Maybe because they picked a host who they knew everyone would enjoy and somewhat relied on Ellen to talk about the Oscars on her talk show in order to create a buzz. Personally, I found out when the Oscars were on by watching Ellen’s show. I think the strategy worked since last night’s Oscars brought in 43 million views and a 12.9 rating in the 18-49 demographic. Ellen has a big following of fans who love her, so by minimizing actual advertisements and sticking to having Ellen casually mention the Oscars during her talk show had more of an impact.
Team Canada ad: https://www.youtube.com/watch?v=7ptHMNnwLOI
Oscar ads:
1) https://www.youtube.com/watch?v=DisioPE86AY
2)https://www.youtube.com/watch?v=gviUr0Gp_t4
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Diana Angelillo
3/3/2014 08:29:17 am
Both the Olympics and the Oscars were advertised by the web 2.0. Starting with the Oscars; this event is one of the biggest events of the year or actors and actresses. Advertising this event isn't a challenge because of its popularity. Although some people watch this event to see how the stars are dressed, the show still gets millions of viewers. Before the show and during the show millions of tweets were already being retweeted and favoured about best dressed stars and speeches made. Like I said earlier, this event is a walking advertisement by itself.
Secondly; the Olympics this year were greatly publicized also. Although the media focused more on the one country at a time, the word was spread about every single game played. Social media had a large impact on news feed that focused on the games, and on players who made it this year. Also; the publicists started putting ads on tv way before the Olympics actually started. They put advertisements on the air before the games to show the public whats coming and that they should get ready to tune in and support the players.
Personally speaking, I didn't even know that Oscars for this year has come. Because if I didn't watch all the movies, I would not pay attention to the competition. However, as for Sochi Olympics, I would watch it firstly because I would focus on my country, secondly it's held every 4 years, and I would understand the competition even if I don’t play it. Generally speaking, both of the events advertising are effective through my research. Oscars' host Ellen Degeneres' star-studded selfie may have generated the most buzz on Twitter and the rest of the Web, but her preference of smartphone has also attracted attention. As many viewers likely noticed, Samsung played a huge role during the broadcast as one of the awards show’s big sponsors. This is undoubtedly a successful marketing strategy, which gets lots of attractions and can be called celebrity effect. As for the Olympic game, the coverage of the ads is wider than the Oscars, because the persistence is longer. For example, i believe that everyone who watched Sochi Olympics would clearly remember the RBC advertising simply because it comes up first around every 5 minutes during some competitions.
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Nihan O
3/3/2014 12:39:54 pm
As we know, The Oscars and the Olympics, are two major events. I usually watch the Oscars every year, and never in my life have I noticed this much Advertising and Marketing in one night. First off, after Ellen Degeneres, the host of the show, “tweeted” a selfie with famous celebrities on her side, Twitter crashed down for a good 5-10 minutes. My point is, I obviously noticed the Samsung smartphone in her hands, and I’m pretty sure the whole audience did. This was a great way to promote Samsung’s product, since Ellen used the same phone on stage all night long (Tweeting, Taking pictures, etc.) Thus, Samsung has done a great job promoting their products through big events like the Oscars and the Olympics.
Also, in both events, hashtags have been blowing up Twitter like crazy! (#Sochi2014, #Oscars, #Oscars2014), especially when Ellen tweeted the famous Selfie picture, it got more than 2.1 M retweets! This sums up to both events using Web 2.0 marketing strategy, which is the best way to advertise nowadays. Both events have used this strategy by trying to interact and build a connection with the audience. For example at the Oscars, it was: “Tweet your picture and have your own “Oscar Picture”” with a celebrity standing beside it. For the Olympics, it was more advertising that captured the audience’s emotions and feelings. Social Media has been our number one strategy for everything, and we all see its power via the Internet. It’s amazing. Finally, I think there was too much advertisement in one night. By that I mean, Ellen promoting the product. For example the Samsung Galaxy smartphone, then the random Pizza delivery guy…I think it went a bit too far. As I said, this is the first time I ever noticed this much advertisement drawn into my face especially with that phone! All in all, both events we’re a success!
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Stefania
3/6/2014 01:31:17 am
Although you mentioned that Samsung did do a great job promoting their products at the oscars by having Ellen use the phone, it kind of backfired on them when Ellen went backstage and started taking pictures with the actors using her Iphone. Its kind of sad to know that Samsung is paying all this money to be at the oscars while ellen is promoting the Iphone for free.
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Julia Bastidas
3/3/2014 11:11:07 pm
Both events took a high coverage through the medias ; they used traditional and Web 2.0 to transfer the info. Sochi did not have that much impact as it was expecting in relation with the human rigth violation occurring in Russia. But I believe that there was an awereness creating around the world about it. Sometime people have no clue of what its happening in some countries because the coverage is not as full as it is about Norh America's issues.
As for the Oscar's I found because of the media some of the actors could take a little bit of time and spread the word of what is happening. For example Jared Leto during his speech gave Venezuelan and Ucanian encourage to follow their dreams and never give up!!
it is thanks to social media that Jared leto is aware of what is happening in other countries and he uses his impacts on society to spread the word and create awareness into Americans to look around and see what is going on; because while they were celebrating the Oscars in Venezuela they were students being killed by the military forces.
I believe that now with the media we are able to see everything that is occurring around the world but we just need a little spark to be aware that something is happening.
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Felicia P
3/3/2014 11:37:51 pm
While watching the Oscars it was clear to see which companies they were sponsored by. Each commercial break started off with the same ads promoting their products. Ellen did a great job hosting this event and made it fun to watch because of how funny she is. At many points she pulled out her phone which was a samsung galaxy and took selfies of her on stage and another one with celebrities in the audience, which is known to be the ultimate selfie ever! Ellens goal was to make it the most retweeted tweet on twitter, and she succeeded. The tweet surpasses 3 millions retweets, and was talked about everywhere I looked. This was a great way of advertising using Web 2.0 and showing how relevant social media is in todays date. (PS Leonardo should have won an Oscar!!)
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Christina Pasceri
3/3/2014 11:43:11 pm
Both the Oscars and the Olympics were very effective in advertising their events. I noticed, however, more ads leading up to the Olympics compared to the Oscars. I never payed much attention to the Oscars, other than this year, and I noticed a lot of advertising during the night! Not as much leading up to the event though.
Both events used traditional marketing strategies, along with the Web 2.0 marketing strategy, which we see more and more these
days with the advancement of technology. Web 2.0 is the perfect strategy to use for these two events since they are huge events,
with the Oscars being exclusive. This strategy allows for people all over the world to be a part of something they would otherwise not have the opportunity to do. Web 2.0 lets people from all over the world interact and feel as though they are part of the events, not only watching them on tv. For example, hashtags such as #Sochi2014, #Oscars and #Oscars2014 were trending throught the entire events, even afterwards. People love talking about these events and seeing what others have to say as well.
Samsung is a company that came up a lot during both the Oscars and the Olympics. One of the most talked about things of the Oscars was Ellen Degeneres' selfie with many celebrities next to her. This selfie broke the record for the most retweeted picture on twitter and it was taken with a Samsung smartphone. When taking the picture, everyone watching was able to see this phone since it was right in our faces. Samsung did a great job of promoting their product by encorperating today's social media crave and our love of selfies using the Web 2.0. They also did a great job at promoting their product since Ellen, the host of the event, continued using the phone throughout the event, on stage. Even though this was a great idea on stage, it should have gone on backstage as well. Ellen started taking pictures backstage with her Iphone, which isnt the best publicity for Samsung! I think Samsung had a more effective advertisments during the Olympics. It was more subtle while they continued to use social media and apps to promote their products.Web 2.0 was an essential marketing startegy for the success of these events.
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Hasan Khalifeh
3/4/2014 12:39:34 am
Both Oscars and Olympics did an immaculate job with the marketing strategy, they targeted their geographical regions exactly as they expected to get. They used multiple ways to market their products and services using the Web 2.0 which links millions of people together making it a essential marketing strategy that would lead to the success of them selling their products.
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Massimo Maggiore
3/4/2014 12:46:02 am
The marketing strategies utilized to promote and advertise the Oscars and the olympics was efficiently used by the Web 2.0 strategy. Many people across the world get connected and curious about the Oscars and Olympics. Personally the olympics was promoted and advertised better than the Oscars and many companies were advertise which benefits the companies. Olympics is very high in advertising with strong strategies.
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Shuying Wei
3/4/2014 01:27:53 am
First of all, I think both Oscar and Olympics regard social media networks as a important role in their marketing strategies. Social media networks such as facebook and twitter help the hosting countries to increase their international apprearances in all the previous Olympic Games. Oscar also use those huge reposts and retwitts from users aorund the world grab more attentions. For ezample, "Frozen" is a movie which is released in the end of 2013, but some of countries introduced this movie at the beginning of 2014. Lots of people who do not interested in Disney would see the posts about "Frozen" cover all their webpages so that some of them might get intrersted of this movie. People who do not even know this movie will take part in Oscar will get to know more information about Oscar by knowing this movie. Repeatations of users recommendations are another form of ads, they incrise the popularity and they might cause this movie win the price.
Second of all. advertisment strategies of the sponsas are connected with the sucess of both activities. In Sochi 2014, people are able to see lots of ad brands around the courts when they watch the game and the products of sponsas appear on the television frequnetly. Both Sochi and their sponsas will get benefits throughtout marketing that target to customers who loves the brand or focusing on Olympians. Oline vedio is also useful for porpagandas. like what Sumsung and BMW Canada uses on the internet, they make their advertisment look like a part of the game, and their products will get a lot of supports. In most movie which takes part in Oscar, they also have lots of advertisment relevant to the price, and they put those advertisment in theather, or on the beginning of the Youtube vedios so that viewers would not think they are watching insignificant ads, in contrast, they will support the movie they love more than before to help it win.
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Lucas Fox
3/4/2014 02:33:30 am
Both the Olympics and the Oscars did a great job with the effectiveness of web 2.0. They targeted the exact regions that they wanted and to make there customers feel apart of this process at the same time. I think the Olympics were more advertised because of the fact it was on the world stage and the world was watching, but both events were a success.
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Erica
3/4/2014 03:45:42 am
After Christmas is usually when they have award ceremonies, the Grammys, the Oscars, the Sag, the Emmy's etc. This is considered the 'award season' with the Oscar's being the most popular/significant one, the cherry on the cake! Firstly, their strategy to have Ellen as a host was amazing, because she is super popular, and they knew she would attract an audience that the Oscar's wouldn't usually get. Not to mention she has over 27 million followers on twitter. Honestly, it was the first time that I watched the Oscar's from beginning to end without falling asleep. Ellen kept my attention, with her funny stunts, like ordering 2 large pizzas, taking selfies etc. The Oscar's is a great way to advertise all different types of movies like foreign films, animated films, musicals, and other movies that people may not of heard of.
The Olympics also had great marketing strategies. Personally, I think the Olympics were better advertised, and based on that, I think the Olympics were more viewed than the Oscars.
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Julie Salazar
3/4/2014 07:02:56 am
The Olympics and the Oscars were both using traditional and Web 2.0 strategies, although social media has played a major role to the marketing strategies of these big events. Social media platforms such as Facebook and Twitter have made these events "trending" and got millions of people across the world to talk about it by sharing, liking and commenting.
I think that knowing Ellen DeGeneres was hosting the Oscars made a lot of people want to watch the full event. However, I think that most of the hype came from her self-promotion on her talk show. To add, the "Oscars trailer: Ellen DeGeneres" used a very happy, up-beat song that can make the viewer feel excited for the big event.
This year, Samsung has definitely put its product out there. It was featured in the Olympic ad, as well as being in Sochi where Canadian athletes can see messages of encouragement from people from back home. Letting the fans interact and be a part of the games. To top it off, Samsung smarthphones were featured during the Oscars, which lead to a viral selfie of a handful of actors that got retweeted almost 3 million times! Ellen's selfie is more impactful than its commercials. Even though the tweet did not mention Samsung, we know for a fact that the picture was taken by a Samsung phone as seen on TV at the time.
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Natasha Manelli
3/4/2014 10:31:43 am
The Olympics and the Oscars had strong and effective advertising campaigns since they are both major events watched worldwide and have a high presence in television ratings. They both need to have new and entertaining advertisements to get people excited and engaged in watching the live events.
For the Olympics, the “We Are Winter” campaign from the Canadian Olympic Committee was effectively used to support Team Canada throughout every social media platform. The slogan was frequently used as a hash tag on Twitter, Facebook and Instagram to support the Canadian athletes during the Olympics. This campaign was very strong because everyone knows that Canada is known for their winters! The use of this slogan demonstrates what Canada is all about. #WeAreWinter also let the rest of the world know that Canada has a strong presence in the Winter Olympics because We Are Winter and the Winter Olympics is where Team Canada excels. Watch out, Team Canada is coming stronger than ever in 2018!
Choosing Ellen DeGeneres as the host for the Oscars was a great marketing strategy because they know she has a huge fan base of people who watch her talk show. If people watch her show on a daily basis, then why wouldn’t they watch her on the Oscar night as well? They selected someone who can entertain and reach a demographic that the Oscars were never able to grab a hold of. Naturally, she was the perfect choice as host. Furthermore, traditional advertising and web 2.0 strategies were used when Ellen mentioned on her own show and on social media that she will be hosting the Oscars. This strategy made people create hype about Ellen as the host of the Oscars and about the Oscars themselves. The Oscars used this to their advantage getting a well-known TV celebrity to promote the worldwide event celebrating the film industry.
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Catherine Antonopoulos
3/4/2014 11:28:41 am
Both events used Web 2.0 as well as traditional marketing strategies and both events were advertised globally. Each event reaches a different audience though. The Oscars is event reaches people that are more interested in celebrities, fashion and film and that people look forward to watching every year while the winter Olympics is an event that occurs every 4 years and people who are more interested in sports and supporting their country would watch.
The Oscars always have a red carpet that is televised before hand where they interview celebrities and ask about who they’re wearing and such and that allows the viewers who are watching to feel like they are somewhat part of it. I think that the Olympics may be promoted and advertised slightly more but only because its something that is occurring every 4 years while the Oscars is an event that occurs every year.
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Daisy Lepage
3/5/2014 05:23:40 am
The Oscars are always a huge event, and not having a TV, I was blessed that they were streamed online live. Being in fashion marketing, it always pleases me to see how marketers subtly advertise, it is truly ingenious.
First let's talk about the red carpet, this is a major time of year for designers to advertise because the main question is "who are you wearing?". The actors, and actresses, better hope the public loves their choice of attire because best and worst dressed, makes it into every celebrity gossip magazine. This means the designers better hope it was a hit too.
Then there was Ellen, always a great host, but as many noticed the Samsung phone she was using throughout the night tweeting. This was huge, crashing twitter for a few minutes with trying to break the record of most retests. Then there was the pizza delivery, I definitely noticed the name of the restaurant.
As we talked about the Olympics for many weeks now, we can see that they effectively used advertising too, the only difference between the Olympics and the Oscars was the target audience. The athletes are sponsored which is another form of advertising but both used the Web 2.0 strategy. Using the web 2.0 strategy more than traditional marketing ways, is much more effective in today's technological age. But you have to use it properly covering every social media platform with constant appropriate posts to create the hype and increase viewers, which the Olympics and Oscars did beautifully.
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Natasha Pellegrino
3/5/2014 09:34:54 am
The Oscars and the Olympics are both big events that people around the world tune in to. I would have to say and it is pretty obvious that both events have great advertisement that target their consumer. They do this by doing both Web 2.0 and traditional marketing strategies.
For the Oscars the biggest moment was the famous selfie that was retweeted more than two million times. The case of these broke twitter and shut it down for a couple of hours.
Next we have the Olympics where the famous hashtag #wearewinter, made everyone know that the Canadian team would being back the most metals. Also the conversation that turned people's head was Mr Barack Obama and Stephan Harper defending their teams on tweeter.
Web 2.0 is a great way to market to the targeted consumer but companies have to be careful how they use it because like we all know social media can or make you or break you. A great example of this is all the bad media about Russia's conduction's.
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Yang,Sile
3/5/2014 12:20:22 pm
The ad not only can be interpreted as shining a light on a very dark period in American history, it also shines a light on the Academy’s fairly dismal record of awarding its top honor to any movie about the black experience. In fact there has been only one Best Picture winner in the 85 years the Academy of Motion Picture Arts and Sciences has been handing out Oscars that even remotely qualifies in this regard.Now that the Super Bowl is over, it’s time for the next big ad event of the year, the 2014 Winter Olympics in Sochi, Russia. And this year, it’s an interesting case study for a variety of reasons.Coca-Cola and McDonald’s, both long-time Olympic sponsors, recently encountered a marketing headache unique to these Olympic Games, when gay-rights activists hijacked the brands’ social media feeds and interactive marketing campaigns to protest Russia’s anti-gay social policies. Yes, a lot is at stake in many ways.The Olympics are big-time opportunities for the dozen-or-so brands that sign high-dollar contracts for exclusive use of the Olympics in their ad campaigns. How exclusive is that use? Well, you can no longer see the Guinness commercial that featured a pair of American twin biathletes because Budweiser, as an official sponsor of Team USA, has exclusive rights to use the likenesses of anyone from Team USA from January 30 to February 26.
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Thi Thanh Nguyen
3/5/2014 11:15:06 pm
In fact, both the Oscars and the Olympics are great chances for companies to promote and advertise their products or services. These events create effectiveness for companies’ advertising campaigns, and in return the integrated marketing strategies also contribute to each events success. Oscars and Olympics are well known events that are watched by many people around the world on various means of social media and mediums. That means advertising messages and contents are viewed by many different people too. Therefore, the products or services are being introduced to the consumers and the names of the advertised brands are being known by many people. By using the integrated marketing strategies, the brands cooperate across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other.
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Vanessa Di Pasquale
3/6/2014 12:05:43 am
I believe that both the Winter Olympics 2014 and the Oscars both did a great job in advertising for their events but I also noticed that the Oscars did not have as many advertisements that lead up to the event compared to the Olympics.
Both of these events used the Web 2.0 marketing strategy which is the most common nowadays.
Like I had mentioned in my previous post, a strategy like Web 2.0 allows companies to share, collaborate and interact with their costumers. Also, when using this strategy, companies have the ability to reach their priority audience. Using this strategy, it allows us viewers to feel like we are part of the actual event.
Samsung is a company that appeared very often during both these events. I'm pretty sure everyone noticed when Ellen took out her white Samsung smartphone while she was on stage, which I found interesting because Ellen has an iPhone, therefore it's obvious that she was advertising for Samsung. Also, when she took out the smartphone to take the selfie with all the other celebrities, everyone was able to see what kind of phone she was using. That picture that she took during the Oscars broke the record for most retweeted picture on Twitter. Before the award show Ellen was at 26.5 million followers, after that picture was posted her followers jumped up to 27.6 million.
Web 2.0 was an essential marketing strategy for both of the successes of these events.
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Stefania
3/6/2014 01:35:04 am
Did anyone hear about what recently happened with Coca Cola and Pepsi? This year Pepsi replaced Coca Cola at the oscars since Cola Cola has been a big part of the oscars for the last decade. Pepsi payed 1.9 million for a 30 second ad during the oscars while Coca Cola without even trying got ten minutes of free advertisement. Your probably asking how? The pizza guy!, The guy that brought out the pizza to the actors at the oscars was carrying a pizza box with the coca coca logo on the side of the 3 boxes! I wonder how upset Pepsi must be!! lol
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Erica G
3/6/2014 01:59:26 am
Wow ! Amazing
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Fallon Mingo
3/6/2014 03:20:49 am
The #Oscars
Hiring one of the most popular and loved tv show hosts to host the oscars, was alone a great strategy! Ellen DeGeneres promoted the Oscars weeks in advance on her own day time television show where she has millions of viewers watch her each day. A big surprise is that the famous "celebrity selfie" that was taken during the Oscars was actually a marketing strategy! It was actually product placement for samsung, Ellen DeGeneres took a selfie with a Samsung device as part of an ad deal with ABC, which included a Samsung phone product placement. Samsung probably spent nearly $20 million on Oscars ads this year, so to return the favour ABC placed their product in one of the most talked moments of the 2014 Oscars. The events success in my opinion was all thanks to Ellen, hiring her was the best thing the Oscars could of ever did, because she always makes it fun. The Oscars are generally known to be a boring event and Ellen DeGeneres changed that.
The #Olympics
Every time the Olympics come back around we see numerous companies and brands prepared for advertising the Olympics! Being one of the worlds most important events, the amount of time, effort, money on advertising is actually incredible. Having two of the most recognized and largest companies being their main sponsors (Coca-Cola and McDonald’s) alone is a great way to advertise for the Olympics. Basically their strategy is to have every relevant and important company/brand, backing up the Olympics and supporting the athletes and countries who take part. Having top names that are already marketable and recognized is the key to advertise this type of event, and thats exactly what they did. Which goes both ways, for the company that does advertising for the Olympics, they want to be a part of such a great and respected event that is broadcasted around the whole world.. which company wouldn't?
A list of just some of the companies that advertised for the 2014 Sochi Olympics..
Coca-Cola
Mcdonalds
GE
VISA
Dow
Omega
Samsung
Panasonic
P&G
Atos
BMW
SPORT CHEK
NIKE
BBC Sport
Yamaha
Adidas
and the list goes on and on..
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Xingchi Wu
3/6/2014 04:02:49 am
Oscars, a revolutionary Movie Awards in the world, is paid attention by increasing people. Now everyone, from the movie critic to the average moviegoer, can participate in Oscar fever by trying to predict who the winners might be. Olympic, a triumphant sports competition, is being fond of by myriad people. As two international events, how to market and influence is a big deal for entrepreneurs.
They all use web 2.0 and traditional way to promote themselves. As the most popular way in the world, web 2.0 brings a lot of benefits to them because everybody has already used it to surf the internet. They provide a huge social platform, like smart phones, tablet PCs to let people share their information and news. For example, they open up a platform for audiences to vote their favorite movies, actors, teams and athletes, making a guess who will be a winner of this year. Also, they broadcast live to several different countries, whatever from the TV or internet to do the synchronous update. Moreover, sponsors constantly roll out ads and products such as clothes, mini trophies that give audiences an idea of how desperate advertisers have become in trying to grab their attention. Last but not least, they embed ads subtly. For example, during the Oscars, the host Ellen carries her Samsung Galaxy Smartphone to ask those actors to take a picture together; and people can see the banner ads during the competition. All in all, both of them do a very successful job.
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Cassandra Dell'Armi
3/6/2014 05:49:20 am
Both of the events have a very good marketing strategy. Both the Olympics and the Oscars use Web 2.0 and traditional marketing strategies. There reason to do so is to keep in contact with their audience and give the audience a sense of involvement in the event. The celebrities that attend the Oscars are the perfect example of advertisement; they publicize the brands that they are wearing. This is definitely a good aspect for the designers.
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Lisbeth Geronimo
3/6/2014 06:47:50 am
During both the Oscars and the Olympics I think that most of us knew what the companies that were advertised were. One thing that the two events have in common is that all the advertising made through them makes us laugh, feel close to the athletes or actors and interact with one another about the event and the companies. They also both use Web 2.0, they use social websites and hastags like #Sochi2014 and #Oscars2014.During the Oscars for example you could use the hashtag and take a selfie via twitter to have the chance to pose next to some of your favorite stars. The difference is their approaches, for the Olympics we clearly see the logos of the companies and we know that they want us to know about their campaign and talk about them but it works because these companies like Sport Chek or Samsung use methods that make us interact with each other and them, which keeps us interested. The Oscars though use a more subtle kind of advertisement we still know what they are doing but they are not as direct as the advertisement done during the Olympics.
For the Olympic the companies that are advertised really make sure you know who they are and they use direct ways of communicating with us. For example they use hashtags so we talk about their campaign like Sport Chek or RBC. We also notice that they are also way more advertisements made for the Olympics and more companies that sponsor it. It is an international event in which we all participate.
During the Oscars we noticed the advertisement for different products but they try to do it in a subtle way. Like for example Ellen walking around during most of the event with her Samsung and taking the selfie that “beat the record for most ret-tweeted tweet”. (Entertainment weekly). She does not tell us to buy the new Samsung but we get the message. There is also all the advertisement done for all of the designers that the stars wear, “What are you wearing” is probably the first question they get asked. We can take for example Jennifer Laurence who is obviously wearing Dior and advertising her new campaign for them. To finish both the Oscars and the Olympics have effective ways of advertising their event and we are always excited to see them. They make us feel close to our favorite celebrities and companies in both different and similar ways and it works.
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Magdalena Robinson
3/6/2014 09:36:51 am
The Oscar’s and the Olympics are two primary events for the individual’s living in North America. Both events are great opportunities for marketers to implement their marketing strategies and target their audience. You can see many different strategies from traditional and web 2.0 strategies. Both events focused on main social media platforms such as Facebook, Twitter and Youtube. As for the Oscar’s many viewers tune in to see the beautiful gowns and to see a preview of the top designers new collection. These actresses\actors are either given or borrow these dresses from the designer because it is such great visibility for them. There are mini interviews on the red carpet that allow the viewer to feel related to these actresses\actors. The Olympics as well focused on this, like the RBC campaign who had the athletes speak of their goals and then have regular individuals talk about their personal goals. I think today the best way to target an audience is allow them to feel related to the brand\product\person, etc.
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Marisela Goyo
3/6/2014 01:35:47 pm
Both events had amazing result on the strategies but after watching the Academy awards and what Samsung did with Ellen and incorporated Twitter “the winner is...” THE OCARS! I was blown away how well Samsung incorporated simple activities and show in strategic moment their product with Web 2.0. Twitter crashed with all the RT that the famous “selfie”. Even thought that the tweet didn't mention Samsung, the fact is that it was taken by a Samsung phone and it was clearly shown on the TV screen at the time . As a result Samsung got close to 900 mentions a minute on social media (according to Kontera).
On other hand even after the Olympics companies have been able to keep using it as a marketing strategy. For example Cover girl has now as a spoken person, figure skaters Gracie Gold with the campaign #girlsCan embracing all women to become what ever they want. The use of emotional content and engaging feelings with the brand is what in this case Cover girl have done.
Article from The Wall street Journal explaining more about Samsung's Oscars 204 campaign: http://online.wsj.com/news/articles/SB10001424052702304585004579417533278962674
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Tran Buu Thinh
3/6/2014 02:22:48 pm
Coca-cola is one of the longest continous sponsor of Olympics. The company has developed a strong tradition of creating programmes and events to bring the spirit of the Games to consumers in Olympic host cities and around the world. Coca-Cola refreshes Olympic athletes, officials and spectators with its non-alcoholic beverages during the Olympic Games.Similarly, Mcdonald also contributes to Olympics' success by giving out special promotion for the event with a statement :"Because we're fans. Everyday we'll be doing something special to cheer on our team. Join us on Facebook or Twitter to see the celebrations unfold. Sochi 2014 marks the tenth consecutive Games with McDonald’s as the Official Restaurant, serving Olympic athletes and fans at the Games. For Oscar event , this year, PepsiCo has usurped the number one position of Coca-Cola in the standing list to become the largest non-alcoholic beverage sponsor with a 60-second ad video about new Pepsi mini cans. Recent years, Oscar has obtained a very large amount of money from the ads of the well-known firms such as Huyndai, J.C Penny, Coca-Cola, American Express and Samsung. Samsung bought 5-minute ad in this event including an ad of new smartphone. This is the fifth time that Samsung has advertised in the Oscars event with the amount of about 24 million USD
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Min Tao
3/6/2014 04:55:45 pm
Both of these two events use the traditional and WEB 2.0 strategies to promote themselves. We can find many brand logos at the official website of Sochi 2014 and can easily get the information of these brands by clicking the logo. There are also some interactive items designed for the audiences. We can support our favorite team and athlete on the website or social media tools. Oscar is more tightly related to the fashion industry. The red carpet is the most attractive part of the event. Which brand the celebrities chose represents the brand power in the whole industry. The backstage competitions maybe are fiercer than those on the stage. Cate Branchette in Armani Prive beaded accents contributes a new classic image to the history of Oscar.
These two big events are also big chances for countries and those big companies to do branding. Aside from winning lots of medals, Team Canada seemed to be winning the entire Olympics. From feel good stories of Canadians helping other teams in need, to the unspeakably brilliant marketing campaign of creating a beer fridge that could only be opened with a Canadian passport , Canada win the attractiveness from all over the world. Before the Hockey Gold medal (Men's AND Women's) Games even started, The Canadian Institute of Diversity and Inclusion capitalized on all the media attention around Russia's anti-gay political culture by releasing a ironic video about how "the Games have always been a little gay."
Samsung is both the sponsor of Winter Olympic and Oscar. Among all the sponsors of the two events, Samsung is undoubtedly the big winner of the advertising campaign. The Wall Street Journal reports that Samsung spent an estimated $20 million on their Oscar advertising campaign, including standard commercials that run during the show. The selfie of Ellen DeGeneres and a bunch of big figures was actually part of a $20 million Samsung advertising campaign designed to promote the Galaxy Note 3.
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Yamel Cabrera Zacarias
3/6/2014 08:26:36 pm
as you mentioned, the brand participating get a lot of visibility during the events
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Yamel Cabrera Zacarias
3/6/2014 08:14:36 pm
Events such as the Olympics, the Oscars and even the Super bawl, are opportunities in gold for marketers. As a company, your main goal is to make your product known and make it sell. Events such as these two are like an opportunity you cant miss if you can afford it. The companies are also using web 2.0 in order to reach even more public and it makes their campaign more interesting to follow. This rush of ads is not only good for the company sponsoring but also for the event itself, they use their large number of views in order to get millions by only placing an ad during their commercials which is a total benefit. To make a good impact in the ocean of ads during the event, the companies have to do something different that will be talked about the next day. A good example of this is Samsung and their product placement for the new Galaxy Note, the famous selfie that everyone is talking about was taken with the new Samsung phone. This is not only good visibility for the company but also for the Oscars, everyone talked about it even more the next day because of the selfie. To conclude, these events are something important for companies because it allows them to reach plenty of people at once but is also benefic for the event itself because of the money and also for the exposure.
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Alanah Wiseman
3/7/2014 03:16:16 am
What an amazing beginning to 2014 it has been.! We started the year with the winter Olympics followed by the Oscars last weekend that celebrated movies…and let’s be honest fashion ! The Olympics and the Oscars are two extremely big worldwide events that welcome a large number of viewers but also have a huge impact on social media while they are airing. Companies such as Samsung utilized these events by implementing Web 2.0 to market their brand and products throughout both events.
The Olympics were utilized by many companies such as Samsung along with Bell Canada and P&G. All companies used an interactive way of showing Olympic and Canadian pride which I believe was an effective way to engage users on social media while promoting their brands. I feel like this year’s marketing for the Olympics was way beyond anything I had seen in the previous years and Canada really formed a social team online with the #wearewinter hashtage and we got involved with sharing videos and comments about our pride. All the Olympic buzz was thanks to these companies that created videos and photographs along with apps for us to stay connected. It was all a very effective way of advertising and I can’t wait for the 2016 Summer Olympics to see what is in store.
This app is for Samsung only and also encompasses the paralympic games https://play.google.com/store/apps/details?id=com.samsung.sochiwow.minfo.ex
“Let’s take a selfie!” Oh Ellen. Although I did not hear much about the Oscars weeks or days prior to the event the night of the Oscars my social media accounts were flooding with news about it. Ellen did a great job at counting down the days until the show on her twitter and Instagram accounts where she has over 4.4 million followers. The night of the show she even broke twitter with what has been labeled with “the best selfie ever” and has over 3.3 million. The epic selfie was taken with a Samsung phone and gave worldwide exposure to the product. Pepsi also had a commercial that dialogued famous lines from movies but that surprise Pizza guy kind of ruined it when he came out with pizza boxes that had Coca-Cola written on the side of it. Companies that advertised during the Oscars did a good job at getting their names across to the audience and that is the whole point of integrated marketing strategies; to be remembered.
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I am a professor at Lasalle College in Montreal, Canada and this is our class website for Social Media.