Like many people, I enjoy watching the Oscars every year and often have friends over for Oscar-themed parties the night of the big show. While I enjoyed last year’s show (who doesn’t adore Hugh Jackman?), apparently it had dismal ratings and was the third lowest-rated broadcast in Oscar's televised history. Movies aimed at older and more sophisticated audiences were partly to blame but experts also believe that a “lack of social media tie-ins also seems to have kept the Academy from realizing its full potential.” As a result, the Oscars marketing team has introduced several changes this year:
-Nominations were streamed live online on the Oscars’ website and on their Facebook page.
-They launched an iPhone app that lets users see how their predications compare to others’.
However, they weren’t able to roll-out the social medial program fats enough to include an interactive integration of Facebook and Twitter.
My first reaction to this plan was that parts of the program are common sense and other components are a bit silly. Is an iPhone app really necessary?!? I get that it’s a trendy thing to do and it seems like everyone is launching an app for something or other these days but I don’t see how it creates much user value and does anything that users can’t already do online. . . I think so many people get caught up in social media that they get carried away with all of the different platforms and forget marketing fundamentals. Social-media blogger Joseph Jaffe made an outstanding point in saying, “One of the biggest mistakes being made is this idea that leaning forward is better than leaning back. All I can say is, it's not too late for the Academy to achieve three goals with social media -- one, to drive live tune-in; two, to enhance the experience; and three, continue the conversation afterward. It's an elementary strategy, yet people are still neglecting the pre-, neglecting the post-, and butchering the during."
http://adage.com/madisonandvine/article?article_id=141978
No comments:
Post a Comment