With a report­ed price tag of $2 mil­lion per 30 sec­onds of air time and an esti­mat­ed audi­ence of 43 mil­lion view­ers, the Oscars are per­haps a small­er scale, but more glam­orous ver­sion of the Super Bowl for adver­tis­ers. In fact, many themes that emerged around the Super Bowl are reap­pear­ing as mar­keters gear up for the 87th Acad­e­my Awards on Feb­ru­ary 22.

What you can expect from brands dur­ing the 2015 edi­tion of the Oscars? Here’s our pre­view of Hollywood’s biggest night.

More Puppies

While GoDad­dy wasn’t quite as suc­cess­ful this year, the hits just keep on com­ing for Bud­weis­er and its Super Bowl pup­py. And that has per­haps not gone unno­ticed by oth­er adver­tis­ers.

Real estate brand Cold­well Banker, for exam­ple, is rolling out a new 30-sec­ond com­mer­cial dur­ing the Oscars that it says will high­light the moment dog own­ers come home after a long day and are greet­ed by their best friends.

The spot, Home’s Best Friend, was post­ed Feb­ru­ary 11 and has near­ly 700,000 views to date.

Accord­ing to Cold­well Banker, it fea­tures real res­cue dogs and “[cap­tures] the immea­sur­able joy pets bring to our home.”

The ad is tied to a broad­er part­ner­ship with pet adop­tion web­site Adopt-a-Pet.com, the Homes for Dogs Project, which seeks to find homes for 20,000 dogs this year. The brand says it is engag­ing its net­work of sales asso­ciates to help adopt­able dogs find homes through a vari­ety of tac­tics includ­ing host­ing adop­tion days and part­ner­ing with local shel­ters. Addi­tion­al canine con­tent, includ­ing behind-the-scenes footage of the TV spot, is avail­able on the Cold­well Banker web­site.

This will be the third con­sec­u­tive year Cold­well Banker has launched a nation­al spot dur­ing The Acad­e­my Awards.

“Our pre­vi­ous spots have show­cased the joy of com­ing home, so this year it made sense to por­tray who’s on the oth­er side of the door,” said Sean Blanken­ship, chief mar­ket­ing offi­cer for Cold­well Banker, in a release.

More Teasers And Early Releases

It’s now more or less stan­dard prac­tice for Super Bowl adver­tis­ers to tease and then release big game spots ear­ly. And that’s a trend that seems to be car­ry­ing over to oth­er events as well.

“I think that in gen­er­al, it seems adver­tis­ers are trend­ing toward teas­ing out or lever­ag­ing oth­er con­tent from their tra­di­tion­al media buys so the tra­di­tion­al TV com­mer­cial works a lit­tle hard­er for them than just a prime-time slot,” says Sarah Neal Simp­son, asso­ciate direc­tor of mobile and social plat­forms at adver­tis­ing agency R/GA. “That’s the nature of a more diverse media ecosys­tem. You want to get more bang for your buck and you want it to last as long as it can.”

Gen­er­al Motors lux­u­ry car brand Cadil­lac, for exam­ple, is teas­ing pre-Oscars con­tent with the hash­tag #Dare­Great­ly, which, a rep says, “is an expres­sion of a new iden­ti­ty, val­ues and behav­ior for Cadil­lac.”

The brand has post­ed a 90-sec­ond spot on its YouTube page with excerpts from Theodore Roosevelt’s 1910 “Cit­i­zen­ship in a Repub­lic” speech.

“Cadillac’s refreshed mar­ket­ing com­mu­ni­ca­tions use it as a cen­tral theme, with all Cadil­lac social media, dig­i­tal and mar­ket­ing chan­nels being redesigned in sync,” the rep says, adding the brand will “run a few dif­fer­ent spots dur­ing the Oscars pre- and live tele­cast.”

The spots were pro­duced by Pub­li­cis.

More Feel-Good Content

A major 2015 Super Bowl theme was inspi­ra­tional con­tent. That includ­ed a huge num­ber of adver­tis­ers, such as Hyundai, Toy­ota, Nis­san, Dove Men+Care, Microsoft, Coca-Cola and McDonald’s.

Accord­ing to Matthew Clyde, chief strate­gist and pres­i­dent at inter­ac­tive agency Ideas Col­lide, emo­tion is how brands spark action in today’s mar­ket­ing world and that was a clear theme at the Super Bowl this year, which he expects to car­ry over to the Oscars as well.

Amer­i­can Express, for exam­ple, is report­ed­ly rolling out a cam­paign dur­ing the Oscars with inspir­ing celebri­ty con­tent and unit­ed by the theme #Jour­neyN­ev­er­Stops.

The cam­paign includes spots with writer/actress Mindy Kaling and singer Aretha Franklin and the mes­sag­ing, “We are all on jour­neys. The vision­ar­ies. The under­dogs. The artists. The long shots. The home­grown heroes who make every day a lit­tle bet­ter. Join us as we fol­low the sto­ries that will inspire your jour­ney.”

Beau­ty brand Dove, too, says it is part­ner­ing with Twit­ter on a feel-good ini­tia­tive meant to “change how beau­ty is reflect­ed to women on social media.”

Accord­ing to a press release, the effort, Dove’s #Speak­Beau­ti­ful cam­paign, will encour­age women to “real­ize the role our online words play in impact­ing our con­fi­dence and self-esteem.”

The brand says it will unveil new adver­tis­ing dur­ing the Oscars “to inspire social media change.”

It has also released a #Speak­Beau­ti­ful video that says over 5 mil­lion neg­a­tive body image tweets were post­ed in 2014.

As a result, Dove and Twit­ter say they will encour­age women and girls to turn these ugly tweets into beau­ti­ful ones using tech­nol­o­gy that taps Twit­ter data to iden­ti­fy neg­a­tive social media con­ver­sa­tions about beau­ty and body image.

“When a neg­a­tive tweet is post­ed, the tech­nol­o­gy will be used by Dove to send non-auto­mat­ed respons­es to real women, which include con­struc­tive and acces­si­ble advice to encour­age more pos­i­tive online lan­guage and habits,” a release says. “Advice will come direct­ly from social media and self-esteem experts who col­lab­o­rate with Dove and Twit­ter to empow­er women to speak with more con­fi­dence, opti­mism and kind­ness about beau­ty online.”

In a state­ment, Adam Bain, pres­i­dent of rev­enue at Twit­ter, said, “Dove has been a leader in sup­port­ing wom­en’s self-esteem and body con­fi­dence and Twit­ter is the nat­ur­al place for that con­ver­sa­tion to unfold, espe­cial­ly on the night of a major awards show.”

Echo­ing the sen­ti­ment in Coca-Cola’s #MakeI­tHap­py Super Bowl spot, Jen­nifer Brem­n­er, direc­tor of mar­ket­ing at Dove, added, “Ideas and opin­ions about body image are now flu­id­ly shared every sec­ond through social feeds and some­times we do not ful­ly real­ize the resound­ing impact of the words in even one post. The pow­er to #Speak­Beau­ti­ful is in the hands of us all – we can pos­i­tive­ly change the way future gen­er­a­tions express them­selves online.”

More Brand Integrations

Clyde says he expects to see addi­tion­al prod­uct place­ment this year after Samsung’s major suc­cess in 2014. In fact, Clyde says he sus­pects that’s part of the rea­son the Oscars have tapped hosts like Ellen DeGeneres and Neil Patrick Har­ris, as they have a lot of social clout and can tie in brands. How­ev­er, how exact­ly that hap­pens in the 2015 Oscars remains to be seen.

But beyond sim­ple prod­uct inte­gra­tion with­in the broad­cast, Clyde also points to ful­ly inte­grat­ed cam­paigns that invite con­sumers to engage beyond the broad­cast as well on social net­works. In the Super Bowl, that includ­ed exam­ples like Squarespace’s Jeff Bridges Sleep­ing Tapes, the afore­men­tioned #MakeI­tHap­py effort from Coke, and Wix.com’s sup­ple­men­tal con­tent for its #ItsThatEasy spot.

More Gamification

In pre­vi­ous Super Bowls, brands like Coca-Cola have gam­i­fied their spots by ask­ing con­sumers to help deter­mine the end­ings. And, for its part, retail­er JCPen­ney is sup­ple­ment­ing its Oscars buy with com­pa­ra­ble inter­ac­tive dig­i­tal con­tent.

JCPen­ney says it will lever­age Oscar fash­ion to kick off its spring cam­paign by pre­mier­ing sev­en com­mer­cials dur­ing the broad­cast. Fea­tur­ing fash­ion sketch­es brought to life, the spots will high­light the brands found at JCPen­ney, which has been the offi­cial retail spon­sor of the Oscars for 14 years.

“Our cus­tomer is our muse – she inspires every­thing we do,” said Deb Berman, chief mar­ket­ing offi­cer for JCPen­ney. “We are com­mit­ted to cel­e­brat­ing her style by show­ing how we bring fit and fash­ion togeth­er. Through our cam­paign, we will empha­size JCPen­ney’s strength in offer­ing styles that fit any shape, size, col­or, occa­sion and bud­get.” [Tweet ““Our cus­tomer is our muse – she inspires every­thing we do.” — Deb Berman @bermandeb, #CMO, JCPen­ney”]

JCPen­ney is also launch­ing the Look­book, or what it calls an online source of fash­ion inspi­ra­tion. The Tum­blr site will launch on Feb­ru­ary 22 and invite cus­tomers to share pho­tos of their per­son­al style using the hash­tags #JCPLook­book and #JCP­Style. The brand will also turn some of these images into fash­ion illus­tra­tions of con­sumers wear­ing looks from JCPen­ney’s spring assort­ment and offer chances for cus­tomers to be fea­tured in the Look­book.

The brand is also invit­ing cus­tomers to play its Oscars Play to Give game, which includes game cards with grids rep­re­sent­ing poten­tial moments from the red car­pet and awards show that play­ers can click on when a cor­re­spond­ing moments hap­pen live. JCPen­ney says the goal is to tap out as many squares that form a hor­i­zon­tal, ver­ti­cal or diag­o­nal line to earn points. Play­ers can choose to play indi­vid­u­al­ly or as part of group via Face­book or Twit­ter and can fol­low their progress through­out the night on a group leader­board, the brand says.

With more view­ers fol­low­ing live events using a sec­ond screen, the online game will allow JCPen­ney to engage with cus­tomers through­out the broad­cast, the brand says.

More Oscar Moments

The Acad­e­my Awards offer oppor­tu­ni­ties for brands to cap­i­tal­ize on moments, or cre­ate their own.  Anoth­er Oscar adver­tis­er, Dis­ney, brought an Oscar stat­uette to its Walt Dis­ney World Resort this week to give guests “a once-in-a-life­time oppor­tu­ni­ty to pose for a pho­to.”

Call­ing it the first ever “My Oscar Moment” at Disney’s Hol­ly­wood Stu­dios, Dis­ney says guests will be “immersed in all of the star-stud­ded back­stage excite­ment as they walk the red car­pet to pose with the Oscar against a sig­na­ture back­drop sim­i­lar to the one used with A‑list stars on the big night” and notes this pho­to oppor­tu­ni­ty is the first that gives fans the chance to pose with an Oscar since 2012, dur­ing the Meet the Oscar event in New York.

What do you expect to see from adver­tis­ers relat­ed to the 2015 Oscars broad­cast?