The digital campaign in play is set to feature the marque’s expansive product assortment across the home, beauty, and fashion categories

Kohl’s has signed on as exclusive retail sponsor of the Oscars for the first time, with the execution scheduled to air live via ABC on 28 February 2016. The digitally-led campaign in play is set to feature the marque’s expansive product assortment across the home, beauty, and fashion categories.

With the Oscars honouring cinematic achievements, the brand’s marketing campaign will trumpet the success and accomplishments of viewers. The month-long push just rolled out focuses on genuine moments of gratitude and the celebration of #AllTheGoodStuff in everyday life.

The exercise is slated to culminate with broadcast spots and a second-screen viewing party on Hollywood’s biggest night. Leveraging the cultural momentum leading up to, during, and following the event, Kohl’s will deliver inspiration and everyday moments which resonate with families and home audiences.

“The Oscars will be a major brand moment for Kohl’s. The programme is one of the highest viewed broadcast events of the year and will introduce Kohl’s, on a bigger, more prominent stage, to new customers while also connecting with our core demographic,” said Will Setliff, EVP of marketing at Kohl’s.

Kohl’s social activation aims to spotlight #AllTheGoodStuff through the planning of the ultimate Oscars viewing party for family and friends. The group is partnering with actress and comedian, Vanessa Bayer, and renowned party planner, Mindy Weiss, to design the ideal platform.

Viewers are invited to share their own stories of appreciation for a chance to have their tweets read live on the big night by Vanessa Bayer at the exclusive live viewing party or to appear in a montage featuring the best appreciation videos submitted by fans across the country.

Meanwhile, viewers will be offered an interactive second-screen experience during the red carpet and commercial breaks through Periscope, which is now integrated into the Twitter interface. The Oscar presentation also will be televised live in more than 225 countries and territories worldwide.

In addition to Kohl’s multiple broadcast spots airing during the pre-show red carpet coverage and awards program, the sponsorship includes a digital package that extends Kohl’s presence online, including exclusive sponsorship of red carpet coverage via the Oscar’s official website.

The aforementioned sponsorship deal is a springboard for the brand as the company moves into the spring and summer seasons. Kohl’s will continue the conversation around #AllTheGoodStuff as it re-launches Sonoma Goods for Life, its largest private brand, in early March and continues its focus on active and wellness.

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