Department store retailer Kohl’s aims to connect with the Millennial audience by live streaming the Academy Awards on Periscope and using the hashtag #AllTheGoodStuff on all social channels.
Partnering with comedian Vanessa Bayer and party planner Mindy Weiss, Kohl’s kicked off its exclusive sponsorship of the Oscars by encouraging consumers to share their Pinterest-worthy party designs on social media with the hashtag #AllTheGoodStuff. Using the Periscope app (with recent Twitter integration), the retailer will also livestream the Academy Awards’ red-carpet ceremony and commercial breaks, bringing fans up close and personal to all the star-studded action. Viewers will also get to peek in on Bayer’s exclusive Oscars house party. This partnership is a strategic way for Kohl’s to reach and connect with Millennials, who currently make up only about a tenth of their shopper set.