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As Oscar-season approaches this fall, consumers can be on the lookout for different modes of advertising for the telecast. In the past, Oscar ads have primarily been seen on the ABC network, but this year, the Academy of Motion Picture Arts & Sciences is looking to extend the brand beyond TV.
According to Beth Harris, director of marketing at the Academy, the upcoming campaign will involve unique media opportunities, including mobile, interactive and internet advertising. She also suggested that in recent years the Academy has wanted to expand marketing efforts to include more outdoor advertising, according to Adweek.
The Academy is also evaluating proposals for co-branded consumer promotions.
Omnicom Group’s TBWA/Chiat/Day was hired last week to promote ABC’s telecast of the Academy Awards. The agency has promised a “disruptive campaign” from director Spike Lee, who will take charge of the TV effort. In the past, Oscar marketing was handled mainly in-house.
Last year, the Academy spent more than $1 million advertising the show, per TNS Media Intelligence.
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