The Oscars were a blast to watch this year and had
of the highest viewer ratings of all time (almost 43 million people). Although
the show as a whole was pretty darn entertaining, a few key moments generated a
lot of engagement and publicity. Five moments were fun to watch, not only in
the moment, but also in the aftermath. Take a look!
1. Ellen’s Selfie
– As you’ve probably already seen, a selfie with several famous stars including
Jennifer Lawrence, Kevin spacey, and Meryl Streep (what I wouldn’t give to be
in that picture!) has taken over social media! Sunday night, Ellen strolled
through the audience and spontaneously decided to take a selfie with Streep
when 10 other famous actors hopped in. Ellen talked to the at home audience and
dared them to retweet this picture to make it the most retweeted photo ever.
Well, it worked… The tweet received 210,000 favorites and 871,000 Retweets (surpassing Mr. President’s “Four More Years” photo with a mere 777,000 RT). The
traffic temporarily shut twitter down, rendering an apologetic “our bad” tweet
from the academy. This engagement not only created buzz for Ellen and the other
actors in the pic, but acted as free publicity for the Oscars, which still had
a few hours left in the program.
2. Samsung -
In addition, you may have noticed Degeneres’ choice of phone; Samsung Galaxy Note 3, which had plenty of air time as she fiddled with the camera in
preparation of the selfie. Not entirely unplanned (Samsung is a sponsor of the
Oscars, and apparently that isn’t Ellen’s real phone) but it was still a great
awareness play for the brand.
3.
Ellen’s
Pizza Surprise – I always knew actors at awards shows
were secretly starving. Ellen asked the audience on Sunday if they were hungry,
and decided to order pizza from the local chain, Big Mamma’s and Poppa’s Pizza.
The lucky delivery man, and part owner Edgar Martirosyan, delivered four pizzas
and received a $600 tip collected from the A-list audience. The next day, Ellen
brought Martirosyan onto her show and gave him an extra $1000 and even more
publicity by distributing pizza to the audience of her show. The aftermath? “All of our locations are crazy busy right now …We’re ordering supplies like mad, stocking up on cheese, pepperoni,sausage and boxes and shipping them out to the different stores” part owner
Ararat Agakhanyan said in an LA times interview. This just goes to show how far
a celebrity endorsement will improve business.
4. Coca Cola’s free advertising
–This year, Pepsi took over sponsoring the Oscars from Coca-Cola, so
understandably Coca-Cola was expected to be out of sight out of mind… until
Ellen’s Pizza surprise showed multiple pizza boxes with Coca-Cola logos on them! Whoops. This advertising was not only spontaneous, it was completely
free, and gained a lot of attention on social media too – almost 5000 mentions
without spending a dime, with Pepsi barely edging them out with just over 5000
mentions. Although this was a wonderful surprise for Coca-Cola, both giants are
already so well known that I doubt sales will be affected for either. However,
this well timed and well placed (although unintentional) promotion shows how
much a little on-air time can cause a stir.
5. Frank Underwood/ Kevin Spacey
– When two-time academy award winner Kevin Spacey stepped up during the Oscars,
nobody was expecting the simple southern drawl of House of Cards character Frank Underwood. It was enough to get the audience
engaged, resulting in an OMG moment from Jennifer Lawrence. Although the moment barely lasted 10 seconds, #presidentunderwood
was trending on twitter within moments, creating lots of free buzz and
publicity for the already popular, newly released season 2 of House of Cards. Although
the show is already extremely popular, the simple integration and excited
response from the A-List stars might up viewership of the Netflix
original series.
These were five moments that would catch the
marketers’ eye. Takeaways show that celebrity endorsement will drive consumers
to your business and will create online buzz, which product placement
(intentional or not) is still effective. But, if nothing else, this year’s Academy
Awards just goes to show that sometimes you just need to be in the right place
at the right time!