2017 Oscars Delivered Social Media Spontaneity for Celebrity Marketing

Despite last-minute excitement Super Bowl LI and the 2017 Oscars displayed, it’s evident traditionally pinnacle television events are not strongly impacting young audiences.

With a 4% viewership drop from 2016, the 2017 Oscars experienced its third consecutive viewership decline, marking 32.9 million viewers as the second lowest Nielsen viewership since 1974. The ABC broadcast continued the trend of low millennial appeal, bringing a 9.1 rating in comparison to 2016’s 10.5 rating in the advertiser-friendly 18-49 demographic.

Ratings may not tell the show’s entire story. This year’s show accrued a reported $115 million in ad revenue, likely to be the most lucrative entertainment event all year.

Largely, this is thanks to socially relevant personalized messages and strong celebrity influence in key Oscar associated brands.

Host Jimmy Kimmel did an incredible job of appealing to a younger demographic using social media. Echoing Meryl Streep’s Golden Globe political stance, Kimmel effectively live-tweeted President Trump, including “#MerylSaysHi”. This unexpected political and celebrity interaction stirred over 1.37 million responses via Twitter. This interaction was instant and memorable.

Kimmel also added an experiential event by inviting a group of unsuspecting Hollywood tourists to the ceremony, nearly crashing Twitter with tweets about a goofy tourist from Chicago named Gary. Unanticipated events, when paired with the right social influencers, brought millennials and Gen Zers to brands surrounding the show.

The political message spots such as the New York Times’ “The Truth is Hard” or Hyatt’s “For A World of Understanding” mirrored the active social voice of the show very effectively. According to a Brandwatch report, peak social media mentions came at the time when social issues were discussed during Viola Davis and Gael Garcia’s speeches.

However, being political doesn’t always define brand success, nor does it have to.

For high end brands who align with the affluent viewer base of the Oscars, it is important to have a strong celebrity influence within the brand’s message. Rolex, the official sponsor of the 2017 ceremony, implemented an impressive array of Hollywood icons into their one-minute spot “Celebrating Cinema”. The one-minute spot coincidentally featured the late Bill Paxton, triggering an immense amount of unanticipated brand awareness. This surprise appearance created a flood of positive social media responses, proving that timely nostalgia is a powerful theme with the Oscar viewer base.

The traditional means in which showcase events appeal to their expansive viewer base is evolving. No longer can traditional television be the bottom line goal. As seen in the Super Bowl’s first ever live ad spot and the Oscar’s live-tweeting frenzy, younger audiences appreciate an experience above all else.

That personalized experience is truly memorable when spontaneity and celebrity influence can effortlessly combine.

photo credit: www.flickr.com


Five Ways Brands Can Use Immersive Celebrity Marketing via Periscope

Live video social media outlets have great potential for celebrity marketing.

Periscope is a social media app owned by Twitter that allows users to both share and stream live videos. Not only does it air 360 degree videos in real-time, it also lets viewers send messages during the live video that appear on the screen for the host and other viewers to see. Periscope has gained plenty of buzz since Twitter acquired the platform in 2015, and will only continue to grow in the coming years. In one month, Periscope had about 397,000 mentions on Twitter and who is primarily using the app to share videos? Celebrities.

Louis Vuitton capitalized on Periscope 360 at Paris Fashion Week when showing off their men’s fall line, having A-list celebrities such as Kate Moss, Usher, and David Beckham in the front row. Through the help of Periscope 360, Louis Vuitton was able to get 160,000 eyes on their show in the first hour alone.

With celebrities being hot to use the app, there is great opportunity for brands to team with celebrities.

Here are five ways celebrities can use Periscope live videos to help companies promote their brands:

The use of vloggers: Right now, YouTube is the main outlet for vloggers to share their expertise. Periscope Live could become a successful way for this new-wave of celebrities to be seen. Viewers can ask questions and pose their responses in real-time and the vlogger can answer live on camera. If a brand has a deal with a vlogger where they feature or review products, these social media platforms become another window for promotion.

Behind the scene at live events: Behind the scene footage of celebrities during big programs such as the Oscars or Grammys is a popular tactic on TV. However, celebrities are not likely to go in to much more detail about their beauty or fashion choices other than “I’m wearing Calvin Klein”. By using celebrity accounts on Periscope, brands can gift celebrities products to use in a “how I got my look” video featuring the brand’s goods.

Press conferences: When a campaign begins, it is common to hold a press conference. If the campaign involves a celebrity, having them appear at the press conference to speak and live stream on their Periscope account will bring more traffic to the event and cause more buzz about the brand and product.

Contests and special offers: Just like for any social media platform, user engagement is critical for effectiveness. Creating live contests or offers exclusive to viewers is a great option when using Periscope. Celebrities can either host the video or be involved with the prizes and offers.

Celebrity takeovers of brand accounts: If a company is interested in building more awareness of their brand they may want to look in to a celebrity hosting one of their videos. Promoting how fans can see their favorite star by watching the company’s channel is likely to draw in more viewers. Imagine a big name celebrity like Ed Sheeran taking over the BMW account to host a driving jam session. The number of viewers would be immense.

photo credit: https://c1.staticflickr.com

Celebrity Marketing: Six Tips for Hosting a Celebrity Twitter Party


A Celebrity Twitter Party is a great way for people to connect and promote your brand.

A Twitter Party is a specific period of time during which a celebrity “takes over” your brand’s Twitter handle to socialize and answer questions from fans on behalf of your brand. These events not only allow for direct fan interaction with the celebrity, they can also accelerate your brand’s message to a massive audience within 1-2 hours.

To ensure you get the most out of your celebrity led Twitter Party, here are six tips for managing this social event:

1. Training Pays Big Dividends

Holding a training session with your celebrity before the Twitter party is KEY. You need to know that your celebrity is fully prepared and knowledgeable about your brand. An informed celebrity is a confident celebrity, and one who will be able to successfully deliver your message points.

2. Publicize Ahead of Time

To ensure you gain a significant amount of fan engagement, you must start marketing the event several days before it begins.

Utilizing your various social media channels, your party invitation should include the following:

  • Who (featured celebrity)
  • When (date and time of the party)
  • What (topic/party theme)
  • How (hashtag # to join the party)

Choosing a celebrity who has a large social media presence and following will help enhance your reach. Make the most of their influence by having them tweet or re-tweet from their personal account prior to and during the event.

3. Time the Party to Reach Maximum Fan Base

Planning a later start time, typically late evening, will attract more people across multiple time zones. Setting an event at 6:00pm EST can eliminate participants in the West Coast who are still in their work day.

4. Connect the Party Theme to the Brand Message

For example: If you are a beauty brand; your theme could be Top 10 Beauty Questions. With the topic in place, the celebrity will then make the engagement between your brand and the audience, educational, entertaining and fun.

5. Partnering Expands Promotion of the Party

Partnering with a relevant blogger or media partner can be very helpful. In keeping with the beauty brand example as shown above; teaming up with a well-known beauty blogger to cross promote will increase your number of event participants, as well as grow your consumer base.

6. Monitor the Engagement

Social media platforms, such as TweetReach, will provide an overview that will measure the number tweets, how many accounts your hashtag (#) reached, and who were your top contributors.

Be sure to note the number of social media followers (Twitter, Facebook, Instagram, etc.) you have before and after the campaign as well as monitor your own website analytics.

photo credit: Thomas Hawk via photopin cc