Wednesday, February 29

2012 Oscars Hidden Gems

It's been an incredible season for marketing as we've gone from pop culture event to event. This is the stuff that marketers dream of.

I've already commented on the underlying theme of the advertising from the Academy Awards and I've already picked a "Best in Show." What could possibly be left unsaid?

There were actually a lot of "Hidden Gems" in the marketing during The Oscars that bear uncovering. Little nuggets of marketing that we can learn from.

Like Grey Goose. The moment of the night was when two "Bridesmaids" took shots from mini-bottles of Grey Goose ... it was the product placement of the decade, actually. Paid? No. Coincidence? No. Grey Goose sponsored a number of the pre-Oscar parties and gave away a bunch of bottles. They happened into the hands of two stars who wanted to create an Oscar moment. Marketing WOW. Did anyone notice? Damn straight. Proving once again that there's no coincidence in great marketing and you don't have to spend big money for big impact.

Octavia. OCTAVIA! We barely knew this woman coming into the year, and here she is forming her brand. The acceptance speech of the night ... always fun to see composed people break down from sheer sheer joy.

Bisquick. Oddest moment of the Oscars occurred on the Red Carpet (TM) when Sasha Baron Cohen, in character from an upcoming movie, spilled ashes onto Ryan Seacrest. A moment of rudeness for some, a moment of "get over yourself" for others. Either way, it was Ryan's repeated reference to Bisquick that made it one for the record books.

Oprah. Struggling with her network like no body's business. Her post Oscars appearance on Jimmy Kimmel Live was hysterical as Jimmy presented show concept after show concept for her network that just wasn't "on brand."  Loved hearing Oprah say, "it's not on brand!"

Most hidden hidden gem?

No, it wasn't Angelina's slit. Notice the careful spelling. That was so forced, let's leave it at that. It's the guy from The Artist ... Jean Dujardin. So charming, so handsome, so debonair. A brand is launched, and like most good marketing ... I want more more more.

What's your experience? Jim.

Jim Joseph
President of Cohn & Wolfe, North America
Author of The Experience Effect series
Professor at NYU

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