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Marty’s Marketing Minutia – Oscars Edition

Hyundai says, "Hooray for Hollywood."

by on Feb.24, 2012

Hyundai calls it the “Big Voices in Big Places” philosophy; I’m calling it Media Chutzpah, Incorporated.  Not long ago, the Korean carmaker was largely ignored by most Americans, with barely a one percent share of the U.S. market.  But now, with its sales soaring – demand limited only by production capacity – Hyundai wants to make sure it’s noticed, and that means it is going for the gold.

Quite literally, with a huge advertising presence during last month’s Super Bowl, where it was seen by 111 million viewers; during the Grammy’s, which generated strong viewership in the wake of Whitney Houston’s untimely passing; and now completing the trifecta as the exclusive carvertiser during that perennial favorite, the Oscars.

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There’s an advertising audacity in capturing multi-multi-millions of eyeballs with such wide audience demographics in appointment television viewing. But unlike the Super Bowl the commercials take second place to the red carpet arrivals, the glitterati, super stars, presenters and Billy Crystal, the popular emcee making his return after a long absence.

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Marty’s Marketing Minutia

Why Hyundai is saying, "Hooray for Hollywood!"

by on Feb.25, 2011

Not quite the Super Bowl, but the Oscars are a great venue for advertisers, this year starring Hyundai.

The most popular man in Hollywood Sunday night is not the usual source of material for TMZ, Entertainment Tonight or similar shows.  It’s a male named Oscar.  Actually, that’s his nickname. What few people know is that his real name is The Academy Award of Merit.

The aging octogenarian of 83 is small even by traditionally diminutive nature of Hollywood leading men, at a diminutive 13.5 inches tall and weighing only 8½ pounds. Oscar costs just $500 – the Armani tuxedos some men will wear for the awards ceremony are ten times more expensive — but when won by either a man or a women it’s worth several million dollars in terms of earnings impact. It verges on the erotic when a winner is seen holding and fondling the little man after insipid acceptance speeches.

The Academy Awards ceremony is Hollywood’s biggest night of the year.  But the film industry isn’t alone in its interest.  While it doesn’t deliver quite the impact of the Super Bowl, it’s still an evening advertisers – notably including those in the auto industry – take quite seriously.

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