"Marketers Ready to Interact on Oscar Night" posted by the Wall Street Journal
Just in case you didn't catch the Oscars, marketing companies such as Sprint Nextel and JC Penney sponsored/posted on websites such as People.com and Facebook (gasp!) to market their products during the live show. As if commercials weren't enough, these, and more companies have begun affiliating with websites to gain access to large audiences, and thus, more buyers, during live-broadcasted events (i.e. the Superbowl and the Oscars). Ironically, the Wall Street Journal itself got in on the Oscar action and posted interactive polls and updates for the Academy Awards
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