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Kohl's taps celebrities, consumer-generated content and Periscope for Oscars

Kohl?s is pairing social activations and live streaming with a sponsorship for this year?s Academy Awards, sharing an in-depth viewing experience and party preparation ideas in the days before the broadcast.

Saturday Night Live actress Vanessa Bayer will be appearing in Kohl?s content on social media, which provides followers with various guides to hosting an Oscars party. The retailer will also be sharing a second-screen experience during commercial breaks of the live event on Periscope. 

"Kohl?s Oscar?s sponsorship features an engaging social campaign that builds off of the excitement of the Oscars and focuses on the universal feeling of gratitude, both in big moments, such as winning an award, or in everyday moments of celebration," said Will Setliff, executive vice president of marketing at Kohl's.

Kohl?s social activation 
For the month leading up to the televised event, Kohl?s will be ramping up its social media presence with its curated hashtag #allthegoodstuff, along with a guide to planning the perfect Oscars party. The tips and tricks will be incorporating products that can be purchased at Kohl?s. 

Ms. Bayer will be starring in the content in the campaign teaming up with well-known party planner Mindy Weiss. Kohl?s is hoping to spark conversation with consumers in a bid for them to share their own stories for a chance to have their tweets read live on Periscope at the retailer?s live viewing party. 


Kohl?s is hoping to mimic the awards experience for consumers, and celebrate appreciation for them. Users are being prompted to share their thoughts and stories on moments rooted in gratitude in everyday life and celebrating the good stuff.  

The streamed viewing party, hosted by Ms. Bayer will feature her closest friends and family while providing an extra experience for viewers on Twitter and Periscope. As to not compete with the main event for viewers? attentions, the live streams will take place during the commercial breaks. 

The best #allthegoodstuff videos will not only be read aloud by Ms. Bayer, but will also be featured in a montage of picked user-generated content from the campaign. 
Pages on Pinterest, Twitter, Facebook and Instagram are featuring products and tips for planning your Academy Award parties such as a post on Pinterest with the idea to create a popcorn buffet with themed bags, available at Kohl?s.

Kohl?s social past
Similarly, CBS Interactive teamed up with brand sponsors Mary Kay, Kohl's and Ram Trucks to leverage a wide array of mobile tactics for last year?s Academy of Country Music Awards, including live-streaming, social media reporting, voting and delivering backstage content (see more). 

Kohl?s also used social media to promote its unique Star Wars collection through a sweepstakes in an effort to build its following on Twitter by encouraging users to retweet content (see more). 

"Kohl's social followers are invited to share personal stories of appreciation for a chance to have their tweets read live on Oscars night by Vanessa Bayer at Kohl?s exclusive live viewing party, an interactive, second-screen experience, through Periscope," Mr. Setliff said.