When the New Year rolls around, award show buzz begins taking over TV networks, social media and websites. But this year, best and worst dressed are not the only topic viewers are gossiping about. Brands are becoming more involved in award shows and viewers are taking notice. Various big name companies are not just showing up during traditional commercial breaks in the form of a :30 TV spot. They are also incorporating their brand messaging within the live telecast.
The 2013 People’s Choice Awards is a great example. Puffs tissues became extremely involved in the show, starting with a strong online presence leading up to the big event. The brand’s Facebook status updates touted their sponsorship of the awards by promoting a big ticket giveaway to the event, and they didn’t stop there. Puffs continued to get fans more involved with their brand by creating a conversation and encouraging users to vote for different red carpet looks, as well as posting links to the People’s Choice Awards website, where users could vote for their favorite nominees.
During the telecast, when the show was about to cut out to a commercial break, the camera operator would take a look backstage and show well-dressed guests looking into a mirror using a Puffs tissue to touch up their make-up. A Puffs spot would then be seen by the viewers during the commercial break as a supplemental element to the in-broadcast placement. It is exciting to see how an advertiser like Puffs took a creative message beyond its traditional use.
The next big award show coming up that typically generates a lot of hype is the Oscars. According to an article in AdAge, rates are now on the rise as advertisers are willing to pay more for a TV spot in the Oscars than they have in past years. Inventory is selling out at an even faster rate, and some speculate as inventory becomes less and less available, advertisers may pay up to $2 million for a national spot. Even digital sales for both Oscars.com and ABC’s Oscars App are seeing steady numbers leading up to the ceremony.
Current sponsors linked to the 2013 Oscars broadcast include both Samsung and Apple, as well as returning sponsors, JC Penney and Hyundai. It will be interesting to see if these brands can live up to the unique placement seen in the People’s Choice Awards.