Brand Flip Flops on Thanking the Academy

Did you know that according to the Academy of Motion Picture Arts and Sciences, an early executive director gave the famous statue the name “Oscar” because it resembled a family member? We’re only days away now from finding out what impact Oscar will have on official sponsors and maybe even the unofficial ones. But first, here is a quick flashback to 2014. Do you recall watching on live television the ultimate robbery of Pepsi brand equity? It occurred by accident last year with Ellen DeGeneres brought in pizza as a gag. As she joked about the celebs getting hungry in the audience a pizza delivery guy handed out slices to Brad Pitt and others. Imagine the shock when the camera zoomed in on the pizza box featuring Coke product logos on it. Brad laughed it up but executives for Pepsi, an official sponsor of the Oscars, slumped in their chairs.

Cost of a single Pepsi spot $1.9 million

Cost to Coke $0 or $32 if you count the cost of the pizza

An investigation took place to confirm this was no planned stunt. ABC then provided a bunch of make goods to Pepsi and all was forgiven. Nevertheless, Neil Patrick Harris, this year’s host was told, hey no pizza gag. Coke is paying a lot of money for him to stick to the script since Coke is an official sponsor for 2015. The investment by Coke could easily reach $10 million or more. Now that’s some serious incremental spend year over year.

Incidentally, Advertising Age reported that viewership was down for the previous two mega awards shows. The recent Grammy Awards and the Golden Globes. The Academy Award extravaganza is looking to buck the disturbing trend but will it? And while future broadcast media make goods are fine it doesn’t help the here and now. The promotion marketer who layered something like a sweepstakes, or contest on top of the ad buy can’t have surprises. It is something to think about when weighing all your options in sweepstakes and contest concept development around a live entertainment property.

When you want to talk more about your sponsorship, hedging against surprises or developing alternative ideas, please send an email to expert@mardenkane.com and we’ll respond quickly.

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