Netflix joins forces with Oscar for promo campaign
Netflix Inc. has launched a promotional campaign with the Academy of Motion Picture Arts and Sciences geared to promote tune-in to the telecast Feb. 25 of the 79th Academy Awards while driving traffic to the movie rental e-retailer’s site.
Rooted in this year’s Oscars’ promotional theme, which highlights some of cinema’s classic movie lines, the effort uses online, broadcast, viral and print vehicles to give consumers a chance to learn more about the movies behind the memorable lines. The promotion features a series of efforts, including specially created editorial content at Netflix.com and Oscar.com. The organizations are getting the word out through a national movie quotes survey, communication on Netflix’s red mailers, a national radio promotion and a viral video program.
The extensive Oscar-themed messaging on Netflix’s home and awards pages includes tune-in information featuring this year’s Academy Awards key artwork. The site showcases Netflix’s vast library of Oscar-winning films and is designed to be an interactive way for consumers to learn more about film. Oscar.com features Netflix in relation to the quotes campaign. Visitors to the Oscar site are given the opportunity to link to Netflix.com to learn more about movies of interest.
The Netflix viral video program is capturing film and television celebrities and shoppers performing their versions of memorable movie lines from Gone with the Wind, The Wizard of Oz, The Godfather, A Few Good Men and Jerry Maguire. Entrants post homemade videos on a video wall accessible at Netflix.com/oscars. The first 500 participants receive free one-month memberships to Netflix, No. 21 in the Internet Retailer Top 500 Guide.
Further, the academy will integrate Netflix into its national radio promotion campaign with the ABC Television Network promoting its Oscar Night line-up. The radio promotion, running today through Feb. 23, prompts listeners to identify movie quotes and encourages them to add these films to their Netflix queue. Netflix memberships also will be given away via radio plugs as prizes.
Netflix CEO Reed Hastings is a keynote speaker at the Internet Retailer Conference & Exhibition, June 4-7 in San Jose.
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