Several advertisers sought to capitalize on their TV spots during Sunday's Academy Awards broadcast by touting their social-media campaigns. Cottonelle tried to start online chatter about toilet-paper use, while J.C. Penney decided to premiere its ads on Facebook before the show began. Experts say that this year, online buzz is the prize everyone's after. "It's no longer smart just to buy on the Academy Awards," says consultant Charlene Li. "You have to tie into social media so that people talk about you."
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