This year, the Miss America pageant began a few weeks earlier than usual, with all 53 contestants producing videos for YouTube.
The YouTube campaign encourages people to vote for contestants, with social media. Online voting will be tallied in determining pageant finalists. Though this may not be the most cutting edge method of incorporating online video to promote an established brand, it’s a thorough attempt at reaching audiences across multiple platforms. It’s unclear whether the pageant has been losing popularity over time, but a comprehensive online video campaign could be just the thing to breath life into this 70+ year tradition.
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