Since the Academy Award, or the Oscar, was established in 1929, it has become a strong brand (see my previous article Events as brands: Paris Fashion Week). Its brand image is the one of glitz, glamour and red carpets. That's why this event has been so much liked by luxury brands that are all about glamour and exclusivity.
This year, however, along with Gucci and Prada, it seems like the Oscars is becoming a bit more funky and relaxed.
First, it will attract an unusual participant from the world of brands -- Omega 3 snack mixes Planter, a Kraft Foods brand. With its Nutmobile specially made for this and other promotional events, Planter will make a statement about its support for the green and eco-friendly way of life.
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Second, many brands that are tapping into the huge advertising potential of the Oscars, will be exploring social media on a much larger scale that they've done so far. The Academy Award itself has been actively engaged in generating buzz about the event with a series of videos that feature young and hip hosts James Franco and Anne Hathaway.