L’Oreal is ‘Shazam-ing’ this Sunday’s Oscars

How the makeup brand is changing up its Academy Awards play this year, and details on other sponsors, ahead of this Sunday's broadcast.

This Sunday, Hollywood’s top stars will be out for the Academy Awards, and L’Oreal is aiming to help viewers at home get the red carpet looks in real-time with its sponsorship activation on CTV.

The brand, along with Hotels.com and American Express are the lead sponsors of this year’s broadcast on the channel in Canada. L’Oreal will be linking the red carpet to its virtual reality Makeup Genius app through Shazam. When its commercials air during the red carpet and awards, viewers will be prompted to Shazam and will be led to a menu that will ask them to download the app and try on the stars’ makeup looks, follow the brand on social media and go to its Oscar hub for more hair and beauty tips. L’Oreal’s Shazam activation is a first for the brand, and aims to reach women aged 39 to 49. Media on the sponsorship was done by GroupM, Nurun was on digital creative and Marketel TV and Tapped MobileĀ  integrated Shazam into the ads.

Meanwhile, Hotels.comĀ  is capitalizing on its Captain Obvious spokesman through its sponsorship, launching an “Obvious Choices” section on CTV’s Oscar homepage. The site features celebrities making predictions on who they think will win an award this Sunday. Media on the sponsorship is from Havas, with creative from CP+B.

The 2014 Oscars drew an average audience of 6.4 million on CTV. According to recent research by MediaCom Canada for MiC, the audience is 56% female, with 53% of the overall audience in the 18-to-49 age range. The award show will also be broadcast on CTV Go to authenticated users.

Other advertisers that are on board with CTV’s broadcast are Bell Canada, Brick Warehouse, Coca-Cola, Dairy Queen Canada, Desjardins Insurance, Home Hardware, H&R Block, Hyundai Canada, Ikea, Joe Fresh, Nissan, Netflix, Manulife Financial, Mazda Canada, Mondelez Canada, Panago Pizza, Royale Tiger Towel and Sun Life Financial.