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Kohl’s invites America to celebrate #AllTheGoodStuff


Kohl's is leveraging the popularity of the Oscars to kick-start the retailer's spring marketing campaigns in true omnichannel style.

The retailer announced that for the first time ever, the company will be the exclusive retail sponsor of the Oscars, which air this month.

“The Oscars will be a major brand moment for Kohl's,” said Will Setliff, Kohl’s executive vice president of marketing. “The program 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. Kohl’s is taking a unique approach, including an engaging social campaign, to break through the excitement of the Oscars – one that I’m confident will be memorable and well-represent all that Kohl’s stands for.”

But while the Oscars will honor cinematic achievements, Kohl’s marketing campaign will celebrate viewers’ success and accomplishments. The cornerstone of the Kohl's campaign, which launches today, focuses on genuine moments of gratitude and celebration of #AllTheGoodStuff in everyday life, culminating with new broadcast spots and a second-screen viewing party on Hollywood's biggest night.

Components of the Kohl's campaign will include:

Social activation: Kohl’s social activation campaign will celebrate #AllTheGoodStuff by planning the ultimate Oscars viewing party for family and friends. Kohl’s is partnering with actress and comedian, Vanessa Bayer and party-planner-for-the-stars, Mindy Weiss, to design the perfect viewing party. Viewers are encouraged to check out @Kohls on Pinterest, Twitter, Facebook, and Instagram, for Oscar-party inspiration leading up to the event. Viewers are invited to share their own 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 or to appear in a montage featuring the best appreciation videos submitted by fans across the country. Kohl’s will continue the conversation around #AllTheGoodStuff as it re-launches Sonoma Goods for Life, Kohl’s largest private brand, in early March and continues its focus on active and wellness.

Exclusive live viewing party: Kohl’s will offer viewers a live, interactive, second-screen experience during the red carpet and commercial breaks through Periscope, which is now integrated into the Twitter interface. Viewers are invited to Vanessa Bayer’s exclusive Oscars viewing party with her closest family and friends by following Kohls on Twitter. In addition, viewers can influence the party through interactive programming.

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 on

The 88th Oscars will be held on Feb. 28 in Hollywood, California, and will be televised live by the ABC Television Network at 7 p.m., ET/4 p.m., PT. The Oscar presentation also will be televised live in more than 225 countries and territories worldwide.

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