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For movie fans, February is the biggest month of the year as the 88th Oscars ceremony is set for Feb. 28, 2016. Besides movie fans, loyal customers of Kohl’s will get a special treat as the successful marketer is the exclusive retail sponsor for the Oscars. With 35 to 45 million viewers expected to watch the Oscars, customer engagement was never so good for Kohl’s.
In a sign of the times, Kohl’s will highlight a digitally-led campaign that will feature the company’s expansive product assortment across home, beauty, and fashion, while helping families enjoy the little moments that make life wonderful.
As the Oscars honor cinematic achievements for the past year, Kohl’s marketing campaign will celebrate the viewers’ success and accomplishments. The month-long campaign focuses on genuine moments of gratitude and celebration of #AllTheGoodStuff in everyday life, culminating with compelling new broadcast spots and a second-screen viewing party on Hollywood’s biggest night. Leveraging the excitement and cultural momentum leading up to, during and following the Oscars, Kohl’s will deliver inspiration and everyday moments that resonate with families and viewers at home.
Will Setliff, EVP of Marketing for Kohl’s, told Loyalty360 that the Oscars is one of the highest viewed broadcast events of the year and an “incredible opportunity to introduce the Kohl’s brand to new customers and reach our core demographic. We knew this would be a major brand moment for us, so we created a marketing and digital campaign that leverages the excitement and cultural momentum of the Oscars, but also stays true to Kohl’s.”
Kohl’s social activation celebrates #AllTheGoodStuff by planning the ultimate Oscars viewing party for family and friends. Kohl’s is partnering with actress and comedian Vanessa Bayer and party-planner-for-the-stars, Mindy Weiss, to design the perfect viewing party. Viewers are encouraged to check out @Kohls on Pinterest, Twitter,Facebook, and Instagram, for Oscar®-party inspiration leading up to the event.
As Kohl's social followers are most engaged when they share personal stories, viewers are invited to share their own stories of appreciation for a chance to have their tweets read live on Oscars night by Vanessa Bayer at Kohl’s exclusive live viewing party or to appear in a montage featuring the best appreciation videos submitted by fans across the country.
“The campaign focuses on the universal feeling of gratitude and #AllTheGoodStuff of everyday life, delivering inspiration and memorable moments that resonate with families and viewers at home,” Setliff added. “Our customers love sharing personal stories with us and we’re excited to offer them even more engaging opportunities through this campaign – both online and in real life.”
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