Chrysler Takes Lead Role on Yahoo for Oscars
Automotive brand wraps its "Imported From Detroit" creative around portal's movies section.
Automotive brand wraps its "Imported From Detroit" creative around portal's movies section.
Chrysler has been trying to tap the interest around the Golden Globes, Grammys, and Academy Awards on Yahoo in a big way.
In a content-based initiative dubbed “Road to the Awards,” the automotive brand’s logo is being seen on re-skins for Yahoo’s “Movies” section while getting plugged in a series of dedicated behind-the-scene videos. For the Academy Awards, videos cover the topics of celebrity hairstyling, how starlets choose their gowns, and Oscars gift bags. Each video runs three or more minutes.
Site visitors can pick the winner for each awards category, such as best picture or best supporting actress. They are encouraged to enter their selections into their Facebook newsfeeds by clicking a “Share” button.
Chrysler display ads are appearing on all “Road to the Awards” pages, as well as across Yahoo’s ad network. The promotions are part of the brand’s “Imported From Detroit” campaign, which was launched around Chrysler’s Super Bowl ad featuring Motor City rap star Eminem.
Liz Coughlin, head of Yahoo’s “TV” and “omg!” sections, said the current effort is similar to how the sponsorship played out for the Grammys and Golden Globes in recent weeks. Coughlin said the Chrysler sponsorship was the first to run on her company’s site for three different award shows.
“Every year we do a big deal around the award shows,” she said. “But every year that deal keeps getting bigger and bigger because the demand keeps getting bigger and bigger.”
Meanwhile, the Sunnyvale, CA-based firm said it requested customized comScore data comparing Yahoo’s Movies site for the mid-January Golden Globes to MSN and Moviefone. According to Yahoo, it garnered 7 million unique visitors, twice as many as MSN’s TV and “Wonderwall” pages (3.3 million) and three times as many as Moviefone (2 million).
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceThe Asia Pacific region is expected to overtake North America this year as the world's biggest market for digital advertising spend, according to a re...
View articleAs the world becomes more smartphone-centric, failing to master mobile marketing is no longer an option. Here are some of the best and worst ad format...
View articleHere are eight refined tips to make sure that you're getting the most out of your native advertising strategy and enjoying the highest levels of consu...
View articleFor our final Ads of the Week, the whole ClickZ editorial team joined together for this one, each sharing one or two of our favorites from the whole y...
View articleNative advertising is all the rage in digital marketing, though not everyone quite gets it. Here are some of its pluses and minuses, as well as exampl...
View articleTo compete with Google and Facebook, Microsoft and AOL are training one another on their respective strengths: content and programmatic. Read More...
View articleYahoo is the first major digital publisher that lets brands fact-check viewability and ad fraud by themselves. Read More...
View articleNew research from eMarketer shows that Facebook and Twitter together will account for approximately 34 percent of U.S. digital display ad revenues by ...
View article