The Academy of Motion Picture Arts and Sciences (AMPAS) is planning to take advantage of Hollywood's biggest night — the March 7 Academy Awards ceremony — with consumer engagement, database building and mobile marketing efforts.
The Academy and Los Angeles-based agency Omelet released an Oscars app for the iPhone and iPod Touch last month. The organization also launched social media initiatives and consumer engagement promotions on Oscar.com.
"We want to bring everyone in," said Janet Weiss, director of marketing for the Academy. "We want to open the curtain and allow viewers to experience the Oscars in a way they haven't been able to before. Social and digital platforms allow for a really unique experience."
More than 36 million viewers watched last year's Oscars broadcast, an improvement of more than 4 million viewers from the year before. The total audience, among the lowest in history, was far smaller than the 46 million people who watched the awards show in 2000, according to reported numbers from ABC.
The Academy and Los Angeles-based agency Omelet released an Oscars app for the iPhone and iPod Touch last month. The organization also launched social media initiatives and consumer engagement promotions on Oscar.com.
"We want to bring everyone in," said Janet Weiss, director of marketing for the Academy. "We want to open the curtain and allow viewers to experience the Oscars in a way they haven't been able to before. Social and digital platforms allow for a really unique experience."
More than 36 million viewers watched last year's Oscars broadcast, an improvement of more than 4 million viewers from the year before. The total audience, among the lowest in history, was far smaller than the 46 million people who watched the awards show in 2000, according to reported numbers from ABC.
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