To Stand Out, Brands Are Using Live Ads During Premier TV Events

ABC integrated Samsung and Walmart into the Oscars

Twentieth Century Fox staged an elaborate live song-and-dance number on the Fox network to promote its movie musical, The Greatest Showman, and Kraft used real-time elements to create its recent family-centric Super Bowl spot. During Hollywood’s glitziest night—the Academy Awards on Sunday—Samsung rubbed shoulders during the live telecast with A-list stars like Meryl, Denzel and Jimmy, showing off its Galaxy S9’s new photo and video features in the world’s most camera-ready context.

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This story first appeared in the March 5, 2018, issue of Adweek magazine. Click here to subscribe.