Kohl's is kicking off its Oscars exclusive sponsorship on social media today with the hashtag #AllTheGoodStuff. At the heart of the effort is the retailer's partnership with comedian Vanessa Bayer and Mindy Weiss, the renowned party planner, as they encourage consumers to design the perfect Oscars soiree with messages on the brand's Pinterest, Twitter, Facebook and Instagram accounts.
But here's what's probably more interesting: Employing the Periscope app, Kohl's will livestream during the Academy Awards' red-carpet ceremony and the show's commercial breaks. Thanks to the app's new Twitter integration, people will be able to watch Kohl's livestream on the microblogging platform and have the option of viewing it on Perisope. They'll also be able to peek in on Bayer's Oscars house party during the Feb. 28 Hollywood gala.
Will Setliff, Kohl's evp of marketing, called the Oscars sponsorship "a major brand moment." The retailer hopes it ultimately helps attract new shoppers, especially millennials in the 18- to 24-year-old set as well as Latinos.
Setliff's Menomonee Falls, Wisc.-based team doesn't appear to be skimping on social media to support its TV play.
The 88th Academy Awards should prove particularly buzzy due to the #OscarsSoWhite controversy in which not a single actor of color was nominated. African-American comic Chris Rock is hosting the event, which some of the movie industry's most notable black stars, including Spike Lee and Jada Pinkett Smith, will reportedly boycott.