What’s Your Brand’s Second-Screen Strategy for the Oscars?


Oscars Academy Awards second screenWhen the red carpet rolls out for this Sunday’s 86th Academy Awards, there will be more ways than ever for fans to experience the biggest night for the film industry.

This year’s Oscar’s preshow and full telecast for the first time will stream live for verified viewers via Watch ABC, the network’s online/app streaming service. But, for communicators and brands, the focus will turn away from what’s happening during the main show and towards how people are engaging with the Awards on their second-screens—laptops, tablets and mobile devices.

ABC also is making its Emmy Award-winning second-screen programming, The Oscars Backstage, available to everyone for free. All Oscar viewers who visit Watch ABC before, during and after the event will be able to select from three channels pulling from more than 15 live cameras—such as the “Thank You cam” and “Winners Walk”— strategically placed outside the Dolby Theatre and in backstage areas.

Fans will also be able to access the official Oscar Buzz social feed and photo galleries via Watch ABC. 

ABC isn't the only organization with a second-screen plan for the Oscars.

The TV Guide Network and Entertainment Tonight (ET) are teaming up with Shazam to offer an  interactive Oscars experience. Viewers of TV Guide Network’s Oscars preshow will be able to use the Shazam App on their mobile device to access celebrity interviews via social networks and unlock exclusive bonus videos. ET’s Nancy O’Dell and Rob Marciano will provide real-time Shazam updates during the broadcast, as well.

With so much attention being diverted from the main show, it’s time for PR pros to start thinking about ways their companies and clients can tap into these additional offerings and whether a second-screen interactive program could pump up their own events.

Follow Brian Greene: @bwilliamgreene


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