Oscars' Retail Partner JC Penney's Live 2nd Screen, In-Show, Cause-Led Game

JC Penney, the official retail sponsor of The Oscars show, is using the ceremony for its spring campaign launch with a series of in-show digital and social initiatives as well as a more traditional commercial ad buy in the telecast.

This is the 14^th consecutive year that the retailer has partnered with the The Academy Of Motion Picture Arts & Sciences and this year it is offering a range of Oscar-related engagement options.

One interesting activation strand sees the store run an interactive, cause-led online game called ‘Oscars Play To Give’ – leveraging the second screen Oscars viewing trend – running across smartphones, tablets, or laptops during the live telecast.

To play, consumers simply need to register for ‘Oscars Play to Give’ at www.jcpwatchparty.com and then they can by themselves or in teams on Facebook and Twitter to try and earn points to generate JC Penney donations to one of three nominated charities (‘Share Our Strengths No Kid Hungry’, ‘Boys and Girls Club of America’ and ‘DoSomething.org’.

The game is loaded with potential Academy Awards moments and as and when these moments happen users tap the squares that represent each moment in order to earn points and generate donations.

The game has a live leaderboard running throughout the night so players can see just how much money is being raised at any given moment

To further boost interest in the game and drive play, those who register before Oscars’ Sunday receive a store coupon worth $25 or more.

Another activation aspect saw the retailer unveil a Tumblr page during the Oscars ceremony telecast called ‘LookBook‘ which showcases the red carpet fashion trends.

As part of the Tumbrl fashion strand, the brand also invites customers to submit personal photos of their own styles – with the hashtags #JCPLookbook and #JCPStyle – to have a chance of themselves featuring on the Tumblr style site on Oscars night.

JC Penney also airs no less than seven new spots in the ABC Oscars telecast.

The commercials focus on style and fashion, feature other brands sold in JC Penney stores (like Sephora) and all carry the brand’s ongoing, umbrella tagline: ‘When it fits, you feel it’.

But the most Oscar-relevant spot is a Cinderella-themed commercial called ‘Fairy Tales’ airing during ABC’s red carpet pre-show and it part of a JC Penney partnership with Disney to promote it’s upcoming live-action film.

The Spring campaign launch will also include mailers with fashion tips, magazine print ads (eg People, InStyle and Cosmopolitan), as well as supporting social, mobile and digital elements.

JC Penney worked with an array of partners on the campaign including Doner for the TV spots, OMD on media buying, EVB and Victors & Spoils on the LookBook, and The Marketing Arm on the game.

Comment

For brands to break through on Oscars night is a challenge – as competition is fierce.

So it is key not just to be bright and innovative and to focus on finding joint event and brand synergies as well as using powerful consumer motivating drivers.

Being unique and relevant is crucial.

Clearly, with more and more people engaging online during live events JC Penney is sensibly looking for event-relevant and fun ways to engage customers.

By combining this with support for its charity partners may well help drive participation.

Links

JC Penney Oscars Play To Give
https://www.jcpwatchparty.com/

JC Penney LookBook Tumbrl
http://jcplookbook.com/

JC Penney YouTube

https://www.youtube.com/user/jcpenney

JC Penney Brand Tumblr

https://www.tumblr.com/tagged/jcpenney

JC Penney Website

http://www.jcpenney.com/

JC Penney Facebook

https://www.facebook.com/jcp