The Academy of Motion Picture Arts and Sciences and ABC hope that a plethora of viewers will watch Sunday’s ceremony despite
celebrity boycotts surrounding the #OscarsSoWhite controversy
Due to a new marketing effort, LinkedIn seeks to cash in on that hopefulness.
The social media platform will debut its first-ever advertisement during the awards ceremony—spending a cool $1.9 million to $2 million to do it, according to data from Kantar Media.
The 30-second commercial—titled “You’re Closer Than You Think”—is narrated by the company’s chief, Jeff Weiner, and urges viewers to pursue their dream
careers, even though they may be seemingly out of reach.
The commercial features an astronaut, which LinkedIn’s vice president of marketing, Nick Bartle, calls “a universal symbol of a dream job.”
“We believe inside all of our members there is a moonshot for an astronaut-like job out there,” Bartle told The Wall Street Journal.
Roughly 36.6 million people watched 2015’s Academy Awards—down from about 43.7 million in 2014. Even with declining numbers, the media agency behind
LinkedIn’s TV debut has high hopes, The Wall Street Journal reported:
"It’s a significant audience generator and one of the better mass reach vehicles that exist out there,” said John Muszynski, chief investment officer of
Spark SMG, the media agency that worked on the campaign’s ad placement. “What also comes with the Oscars is the water cooler conversation the next day and
a lot of the social buzz that comes off the show."
RELATED: Master your visual communications prowess at the National Geographic Museum.
The marketing campaign comes just weeks after LinkedIn reported that 2016’s first-quarter revenues were lower than expected. The announcement caused the
company’s stocks to drop 44 percent the day of the announcement, Business Insider reported. The day after, share
prices dropped another 9 percent.
What do you think of LinkedIn’s move to attract users, PR Daily readers?