Media Storm Selected as Media Buyer for Oscars Telecast, Says Campaign Will Include Interactive TV

Strategic media agency, Media Storm (note: earlier this month, the company announced the formation of a new division, called BOLT, that will be focused solely on developing and implementing advertising campaigns that use interactive TV, addressable advertising and VOD platforms--see the article published on itvt.com, October 8th), said Wednesday that it has been selected by the Academy of Motion Picture Arts and Sciences as its media buying agency of record, and that it is now starting work on the promotion of the telecast of the 82nd Academy Awards, which will air March 7th. According to the company, its campaign for the Oscars will incorporate a range of digital media, including interactive TV, social media and mobile platforms.

The Academy appears to have selected Media Storm specifically because of its expertise in the interactive media space: "Media Storm has a successful track record for developing creative media strategies for the entertainment industry," the Academy's director of marketing, Janet Weiss, said in a prepared statement. "We look forward to working with [Media Storm co-founder and managing partner] Craig [Woerz] and his team to help maximize the viewership of the Oscars while expanding our audience via a variety of new and interactive media applications."

Its partnership with the Academy will also see Media Storm developing what it describes as a "long-lead awareness campaign to get viewers thinking about the Awards early." The company says that this campaign will pursue an integrated digital and traditional media strategy that will utilize mostly unpaid elements, leveraging media relationships, partnerships and content opportunities to extend its reach. "Both on a professional and personal level I can think of no higher plane than to be associated with the Academy Awards--a global brand without parallel." Media Storm's Woerz said in a prepared statement. "The Media Storm team looks forward to helping to drive viewership for the ABC telecast of this preeminent awards show. The Oscars is a true live event and therefore an opportunity to build on the success of years past without competing with technology like DVR's or lapsed broadband viewing." (Note: for an in-depth overview of Media Storm and its work in the interactive TV space, see the interview with Craig Woerz that was published on itvt.com, April 21st.)

Region: 
North America