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Academy Awards Provide Stage for 'Experiential Marketing'


February 26, 2014

Before and during ABC’s broadcast of the 86th annual Academy Awards this Sunday night, advertisers will be staging events in Los Angeles as part of a trend called “experiential marketing,” The New York Times reports.

The idea is to offer consumers ways to connect with brands, in the hope of creating positive word-of-mouth and social-media discussion. Participators include Banana Republic, Chobani, Fiat Chrysler, Grey Goose, L’Oréal, Stella Artois and the magazines People and Vanity Fair.

L’Oréal’s “Luxe” division — home to brands Giorgio Armani Beauty, Clarisonic and Lancôme — is a lead sponsor, along with Chrysler, of an event dubbed the “Vanity Fair Social Club.”

The magazine has invited more than 120 bloggers and online reporters covering the Oscars to use free work-space lounges on Hollywood Boulevard. The scribes will receive merchandise — some from a vending machine powered by Twitter — in exchange for writing posts bearing sponsor hashtags and handles. The reporters and bloggers will reach an estimated 20 million consumers, the Times reports.

To deepen their relationship with the magazine’s brand, People is bringing 300 readers and their 300 guests — the readers sweepstakes winners from among “V.I.P. subscribers” who pay $200 a year for deluxe subscriptions — to a daylong “Oscar Fan Experience” that includes bleacher seats along the Oscar red carpet and a viewing party at the El Capitan Theater on Hollywood Boulevard.  — Greg Beaubien



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