|By Marketwired .||
|March 6, 2014 12:38 PM EST||
NEW YORK, NY--(Marketwired - March 06, 2014) - The Oscars 2014 was memorable given that it clocked 43.7 million viewers, according to ratings from The Nielsen Company. That means that the Ellen DeGeneres-hosted show had the biggest audience of any Academy Awards since the year 2000. Only, the NFL playoff games have been known to attract such a large number of viewers in a single day. Some analysts claim that the huge audience tuned in for the show because of Ellen's dynamic personality. Christopher Johnson, CEO of branding company Whitehorn Group in New York says, "What has become abundantly clear is that in recent years, the Academy Awards are becoming increasingly desirable as a marketing platform for major brands -- perhaps even rivaling the Super Bowl, but with an innovative edge that is less about advertising alone. Intentional or not, Ellen DeGeneres' celeb-studded selfie has become an instant milestone social media moment, and an invaluable Samsung brand moment too."
As Johnson aptly pointed out, if you looked closely at Ellen's selfie moment, you may have noticed that a Samsung Galaxy phone -- and very importantly, not an iPhone -- shot the world's most retweeted photo. Maybe Ellen's own impeccable timing and comedic brilliance spontaneously created that watershed media moment, or just as likely, it was just a brilliantly pre-planned. After all, Samsung was the commercial sponsor of the Academy Awards. Johnson continues, "Truthfully, it doesn't matter if the moment was pre-planned or not because the result was natural and seamless co-branding involving a celebrity, a giant smartphone manufacturer and a respected annual awards event. No longer impossible in today's fast-paced media world."
This forever famous moment certainly helped the company gain more ground in the Apple dominated U.S market. The company's phones, tablets and TVs were also used to make a digital photo display in the backstage of the green room. The selfie stunt will remain legendary since it managed to crash Twitter for over 20 minutes. According to the social media network, 14.7 million tweets mentioning the Oscars or famous stars were sent out and Ellen's tweet was retweeted 2.8 million times so far. Apart from DeGeneres and Cooper, Meryl Streep, Jennifer Lawrence, Kevin Spacey, Julia Roberts, Brad Pitt and Angelina Jolie appeared in the photo's frame.
Pepsi also took advantage of the massive viewership by taking exclusive soft-drink sponsorship of the Oscars this year from Coca-Cola. Johnson says, "Not everything will go as planned, especially on live TV, so it's obvious why PepsiCo may not have enjoyed the appearance of Coke with the pizza Ellen ordered from Big Mama's & Papa's Pizzeria." Thirty minutes after the pizza delivery, Pepsi ran a commercial for Pepsi in mini-cans. The Pepsi commercial performed well in post-broadcast analyses of ad performance by companies like TiVo and Poptip.
Johnson says, "While the clear brand victories were more non-traditional in nature, brands also delivered commercial moments that are memorable too. This is interesting. For the first time it appears that the Super Bowl may not be the only game in town for creating marketing history."
There were three commercials featuring Tina Fey that promoted a new Amex EveryDay credit card. Johnson comments, "The ads stood out because they were filmed in clear black and white. Tina Fey is always a winner in any context."
Johnson says, "J.C. Penney is on a fresh new track and the marketing hit the spot. They ran an ad that seemed to finally reach out to its traditional shoppers during the show." The garments featured in the ad were worn by a variety of models including older full figure women. The century old department-store chain also unveiled a new logo during the show. Johnson concludes, "Now investors will keep their fingers crossed, and time will tell."
Famous fashion brands always catch the spotlight at the Oscars because many world-class designers go to great lengths to dress the celebrities who attend. For instance, rising star Lupita Nyongo continued her stylish winning streak in a fully custom Prada gown and Charlize Theron walked the red carpet in her figure hugging black Dior. Johnson says, "These two stars were among the handful of celebrities that stole the night with their glamorous style featuring the top fashion house brands." It's true that dress watching has now become as important as the awards themselves.
Johnson points out, "Apart from the hijinks and the ads, the other significant development at this year's Oscars was the exceptional and transparent manner in which Hollywood took on social causes." Sunday evening touched upon gay rights many times this year, with Jared Leto winning the best supporting actor for portraying a transgender AIDS patient in "Dallas Buyers Club." The actor's acceptance speech supported the LGBT community with appreciation and dignity. Ellen DeGeneres, who is famously out, was also chosen as the host for the Oscars this year. Johnson says, "Most say that in order to give the people what they want, Hollywood is more of a follower and rarely sets the tone on political or social issues. Fine, that makes sense, so it is nice to see the Oscars kept pace."
Disney found success this year at the Oscars with their latest and highly popular animated princess movie "Frozen." The film's success was a pat on the back for Disney executives who have experienced numerous challenges from the transition to computer-aided filmmaking. For a long time Disney stuck to its traditional story themes while its rivals like Pixar were winning the Academy Awards for Motion Picture Arts and Sciences year after year. Johnson says, "With "Frozen," Disney is clearly back in the lead, updating traditional storylines and embracing new themes that are relevant to Millennials." "Frozen" was named the Best Animated Film and its hit song "Let it Go" won the Best Original Song Oscar.
Clearly the Oscars have become an event to watch, not only for the celebrities, glamour and the awards themselves -- but also, just like the Super Bowl, for the increasingly sophisticated techniques brands employ to reach their targets. Johnson finishes, "As a branding professional, this year's Oscars were exciting to watch. New ground was broken in an enjoyable and unobtrusive way. While everyday occurrences like pizza and selfies are hardly original, watching superstar celebrities partake during a formal and glamorous event was -- and was not only highly original but also genuinely endearing. A win all around for all involved so I'm certain that many will be taking notes."
About Christopher Johnson
Christopher Johnson is CEO of branding firm Whitehorn Group. Mr. Johnson is a highly regarded authority on creating and managing celebrity and consumer brands, like Infiniti Motor Company and JetBlue Airways. He attended Carnegie Mellon University where he won the Tholenheimer Award and McCurdy Prize. He can be reached at (212) 537-9129, [email protected] or on Twitter, @Chris4Whitehorn.
About Whitehorn Group
Whitehorn is a premier brand strategy firm. They create what's NEW and NEXT through global branding, design, product innovation, political and celebrity brands, business strategy, global marketing and distribution. www.whitehorngroup.com
The following files are available for download:
For better or worse, DevOps has gone mainstream. All doubt was removed when IBM and HP threw up their respective DevOps microsites. Where are we on the hype cycle? It's hard to say for sure but there's a feeling we're heading for the "Peak of Inflated Expectations." What does this mean for the enterprise? Should they avoid DevOps? Definitely not. Should they be cautious though? Absolutely. The truth is that DevOps and the enterprise are at best strange bedfellows. The movement has its roots in t...
May. 27, 2015 10:00 PM EDT Reads: 6,263
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges. In his session at @ThingsExpo, Jeff Kaplan, Managing Director of THINKstrateg...
May. 27, 2015 10:00 PM EDT Reads: 5,335
Can call centers hang up the phones for good? Intuitive Solutions did. WebRTC enabled this contact center provider to eliminate antiquated telephony and desktop phone infrastructure with a pure web-based solution, allowing them to expand beyond brick-and-mortar confines to a home-based agent model. It also ensured scalability and better service for customers, including MUY! Companies, one of the country's largest franchise restaurant companies with 232 Pizza Hut locations. This is one example of...
May. 27, 2015 09:00 PM EDT Reads: 6,378
The true value of the Internet of Things (IoT) lies not just in the data, but through the services that protect the data, perform the analysis and present findings in a usable way. With many IoT elements rooted in traditional IT components, Big Data and IoT isn’t just a play for enterprise. In fact, the IoT presents SMBs with the prospect of launching entirely new activities and exploring innovative areas. CompTIA research identifies several areas where IoT is expected to have the greatest impac...
May. 27, 2015 09:00 PM EDT Reads: 4,881
One of the biggest challenges when developing connected devices is identifying user value and delivering it through successful user experiences. In his session at Internet of @ThingsExpo, Mike Kuniavsky, Principal Scientist, Innovation Services at PARC, described an IoT-specific approach to user experience design that combines approaches from interaction design, industrial design and service design to create experiences that go beyond simple connected gadgets to create lasting, multi-device exp...
May. 27, 2015 09:00 PM EDT Reads: 5,989
There is little doubt that Big Data solutions will have an increasing role in the Enterprise IT mainstream over time. 8th International Big Data Expo, co-located with 17th International Cloud Expo - to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA - has announced its Call for Papers is open. As advanced data storage, access and analytics technologies aimed at handling high-volume and/or fast moving data all move center stage, aided by the cloud computing bo...
May. 27, 2015 08:45 PM EDT Reads: 1,471
DevOps is the hottest moving target when it comes to software development methodologies. Many people fear that this fast-paced, barrier-breaking movement will leave information security best practices in the dust. Analysts provide recommendations to security professionals using bingo-laden terms like "moving security to the left" or "get a seat at the table." What we need are real-world examples and tactics for security practitioners to be part of DevOps. In his session at DevOps Summit, Andrew...
May. 27, 2015 08:00 PM EDT Reads: 5,498
Containers Expo Blog covers the world of containers, as this lightweight alternative to virtual machines enables developers to work with identical dev environments and stacks. Containers Expo Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. Bookmark Containers Expo Blog ▸ Here Follow new article posts on Twitter at @ContainersExpo
May. 27, 2015 08:00 PM EDT Reads: 1,068
Some developers believe that monitoring is a function of the operations team. Some operations teams firmly believe that monitoring the systems they maintain is sufficient to run the business successfully. Most of them are wrong. The complexity of today's applications have gone far and beyond the capabilities of "traditional" system-level monitoring tools and approaches and requires much broader knowledge of business and applications as a whole. The goal of DevOps is to connect all aspects of app...
May. 27, 2015 08:00 PM EDT Reads: 4,780
DevOps is all about agility. However, you don't want to be on a high-speed bus to nowhere. The right DevOps approach controls velocity with a tight feedback loop that not only consists of operational data but also incorporates business context. With a business context in the decision making, the right business priorities are incorporated, which results in a higher value creation. In his session at DevOps Summit, Todd Rader, Solutions Architect at AppDynamics, discussed key monitoring techniques...
May. 27, 2015 07:00 PM EDT Reads: 4,577
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!
May. 27, 2015 07:00 PM EDT Reads: 5,939
SYS-CON Events announced today that MetraTech, now part of Ericsson, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Ericsson is the driving force behind the Networked Society- a world leader in communications infrastructure, software and services. Some 40% of the world’s mobile traffic runs through networks Ericsson has supplied, serving more than 2.5 billion subscribers.
May. 27, 2015 06:45 PM EDT Reads: 1,304
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will addresses this very serious issue o...
May. 27, 2015 06:00 PM EDT Reads: 892
Want to enable self-service provisioning of application environments in minutes that mirror production? Can you automatically provide rich data with code-level detail back to the developers when issues occur in production? In his session at DevOps Summit, David Tesar, Microsoft Technical Evangelist on Microsoft Azure and DevOps, will discuss how to accomplish this and more utilizing technologies such as Microsoft Azure, Visual Studio online, and Application Insights in this demo-heavy session.
May. 27, 2015 06:00 PM EDT Reads: 5,331
SYS-CON Events announced today that BMC will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BMC delivers software solutions that help IT transform digital enterprises for the ultimate competitive business advantage. BMC has worked with thousands of leading companies to create and deliver powerful IT management services. From mainframe to cloud to mobile, BMC pairs high-speed digital innovation with robust...
May. 27, 2015 05:30 PM EDT Reads: 707