JCPenney leveraged the biggest night in fashion to promote their new spring line and engage with fans via an interactive charitable game.
Prior to the start of the awards, consumers were encouraged to sign-up for “Oscars Play to Give” and interact on their second screen throughout the show. “Oscars Play to Give,” was filled with potential Academy Awards moments. When they happened live, users tapped the squares that represent each moment to earn points and generate donations from the brand to one of three charities. What a fun way to give back while enjoying the red carpet, awards and celebrity antics!