Published on March 3, 2014
The #Oscar Goes to… Social Media’s Real-Time Influence at Hollywood’s Biggest Night
INFLUENCERS AND INTEREST While it may have been a novelty during past awards seasons, social media is now proving to be the most consistent trend on the red carpet. From nominees, to presenters and awards ceremony hosts – almost every personality in Hollywood consistently uses their social platforms to generate interest and connect with fans. Social media is now such an integral aspect of Hollywood that it is only fitting that it is now incorporated into the formats of the shows themselves. Hashtags and social platforms were likely to make their way into the show’s – providing a seamless segue for Samsung to make a major splash. 2
#OSCARS The #Oscars pulled in over 6 million users tweets over the course of the weekend leading up to the event. 3
#ACADEMYAWARDS Although #AcademyAwards did not trend as highly as its counterpart, #Oscars, the trend still generated 93,916 tweets – almost all of which occurred the day of the show 4
TWITTER Twitter, as a RTM platform, lends itself beautifully to large-scale global events. BY now, it’s the new normal for personalities and sponsors to “live-tweet” to provide enhanced access to engage with fans. However, it’s doubtful that even Twitter could have predicted the brand boost they received during the 2014 Academy Awards. In Ellen DeGeneres’ quest to break records during the production, she orchestrated a celeb-filled tweet that would (within minutes) become the most re-tweeted post of all time. Although Ellen implemented social media trends for laughs, the virality of her posts displays the power-grip celebrities have over social media. The selfie that broke Twitter 5
OFFICIAL SPONSOR 6
SPONSOR’S SOCIAL GROWTH 2/24/14 3/03/14 7
SAMSUNG In addition to several TV spots that aired on ABC throughout the Oscar’s presentation, Samsung arguably maintained the most significant brand presence throughout the red carpet and ceremony itself. E! Fashion commentators used Samsung’s tablets to analyze red carpet trends from afar, while host, Ellen DeGeneres kept a Samsung Galaxy Note with her at all times onstage, using the mobile device to interact both with the audience and viewers at home. 8
• Samsung capitalized on their in-show presence with live Oscar tweets to support their #TheNextBigThing campaign • Their cross channel efforts paid off as the brand gained considerable audiences across Facebook, Twitter and YouTube as a result of their brand presence and celebrity endorsers • Facebook: +69,683 • Twitter: + 569,693 • YouTube: +34,051 9
REAL TIME OSCARS CONVERSATIONS By now, we expect almost every brand to try to insert themselves into global conversations surrounding major events. While many try, few succeed. American Express and Dove were among the standout sponsors for this year’s Oscar’s production as they followed the RTM trend by relaying appropriate, Oscar-themed tweets to keep them both relevant and on brand. 10
MISSED OPPORTUNITIES Unlike the Super Bowl, this year’s Oscar Sponsors did not make pre-show strides to generate interest and engagement. While every brand tweeted during the show and shared their ads via YouTube, there was no real branded cohesion across channels. Oscar Sponsors shelled out an average of $1.65 million per 30 second spot. The brands that did not drive traffic across digital paid and social media may not have gotten their money’s worth. Brands like Dove, American Express and Pepsi may have been able to leverage their ad spend had their creative content been strategically distributed across every customer touch point pre and during the show to enhance brand-customer interactions. 11
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