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PEOPLE Turns Oscars Into Its Own Party

Celebrity-focused brand offers Academy specials in print, digital, retail.


Stefanie Botelho By Stefanie Botelho
02/23/2012 -15:29 PM







The 84th Academy Awards
are taking place this Sunday, February 26, and the magazine industry is taking note. Vanity Fair cashed in on the upcoming Awards with its March Hollywood issue, in which ad pages spiked 44 percent YOY. Time Inc.’s celebrity staple PEOPLE is also getting into the Oscar game, with Academy Award specials in print, digital and retail.

PEOPLE dubbed the Oscars “the Super Bowl of celebrity style”, and put together a special print publication to commemorate the occasion. The issue includes style tips, designer news and an Oscar ballot for reader predictions. The special edition will be a value-add for PEOPLE’s nearly four million subscribers.

To keep the event social, PEOPLE is connecting its community members through the virtual Red Carpet Trivia LIVE game. After completing the game, players will be able to compare scores with their Facebook friends and the online PEOPLE community. PEOPLE.com will also live blog the Oscars, posting photos and news on Sunday night.

Nowadays, it seems as if no publishing campaign is complete without a retail aspect. To that end, PEOPLE partnered with Redbox to offer single copy consumers a free one-night movie rental at select retail locations. Over 11,000 stores in the U.S. are participating, including Kroger, Supervalue and Ahold.

PEOPLE’s Stylewatch digital channel will also curate items appearing on the Oscar red carpet on Gilt.com. The "Get the Look: Red Carpet" event will include dresses, accessories and beauty products.

A “Red Carpet Giveway”, with a trip to L.A. for two, hotel accommodations, $500 in cash and a “Swag Bag”, completes the PEOPLE Oscar madness.

Host Billy Crystal may not draw the young’uns in (a coveted Oscar audience demographic), but PEOPLE is certainly doing its best to do so.





Stefanie Botelho By Stefanie Botelho --

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