The 2008 Oscars: No Country for Online Ad Integration

February 2008

Going home empty handed is GMC, who failed to connect online in both commercials for the Yukon Hybrid and the Acadia. Most notably, the Acadia commercial touted it as a Crossover; however, searches for Crossover on Google showed sponsored ads for numerous automobile makers including Saturn, Nissan, Chrysler, Ford, Suzuki, Mitsubishi and Mazda, but not GMC.

Dove, a winner in SendTec’s 2007 analysis, provoked increased online interaction during this year’s Oscars by conducting a live vote to determine their contest winner. Even though a clear favorite going into the Oscar advertising extravaganza, Dove failed to show up in paid listings for Dove contest, Dove commercial, speedy spa or Dove contest winner, and was not bidding for Oscars.

JC Penney also fell short with their campaign. While the company bid for the theme of its ad spot American Living, there was no call for action to go to its online store. JC Penney also did not bid for any Oscar related keywords, nor did the television commercial feature a visual of its Web site even though the store has a strong, prominent e-commerce Web site.

While Coca-Cola highlighted a clear call to action to visit their online site, MyCokeRewards.com, this advertiser did not implement any search engine marketing strategies tied to their support of heart health or the contest to win Heidi Klum’s red dress during the live broadcast; however, on the following Monday, MyCokeRewardsRedDress.com does appear on searches for Heidi Klum red dress.

When asked to comment on the Oscar advertisers’ campaigns SendTec Director of Search Strategy and Development, Janel Landis stated, “I would have to speculate that advertisers did not have time to prepare fully integrated strategies this year. With the writers strike looming up until two weeks ago, potential advertisers did not know if the Oscars were even going to happen. While some advertisers still did not get it quite right, it was clear that the majority of advertisers attempted to integrate their commercials with the Web. It is proof of the importance of the search channel in building strong brands and driving sales.”

About SendTec, Inc.
SendTec is a leading customer acquisition ad agency with expertise in multi-channel integrated direct marketing, online and offline. The company builds and leverages technology as an integral part of growing its clients’ businesses. Search engine marketing, direct response television and lead generation are the company’s unique specialties. SendTec is headquartered in St. Petersburg, Florida, with an office in New York City and account representatives serving its clients across the U.S. For more information, go to http://www.sendtec.com

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