The Oscar (for marketing) goes to…Lego.
Not only did the toy brand get its "Everything Is Awesome" song from The Lego Movie — snubbed for an award — into the show, the image of Oprah Winfrey with a Lego-constructed version of the iconic Oscar statuette was a moment to remember for viewers. It didn’t top last year’s Samsung super-selfie, but it was the best showing by a brand during the show itself.
JK Simmons’ roles as the hardcore jazz instructor in Whiplash and his take as a professorial spokesman for Farmers Insurance couldn’t be more different. However, the brand scored a win when host Neil Patrick Harris hummed its jingle after Simmons won Best Supporting Actor. (Some speculated on Twitter about whether the brand paid for the mention). Farmers followed up quickly with a congratulatory tweet.
Contrast Farmers’ exposure at the Oscars with that of insurance rival Nationwide and its widely panned "dead kid" ad during the Super Bowl.
Give the General Motors luxury brand the statuette for most memorable paid media effort. It ran four spots repositioning its brand with ads that showed off the line’s new attitude much more than its branding. Cadillac also whited out its social media pages last week in anticipation of the refresh.
Poking fun at other brands’ Super Bowl ads, Cadillac communications manager David Caldwell told PRWeek last week, "This is not cartoon animals or cute dogs or children."