Pizza and Selfies: The Biggest Winners At The Oscars This Year
Award shows like the Grammys or the Oscars are a perfect time for brands to connect with fans. Everyone is watching and rooting for their favorites, taking their predictions and excitement to social media sites like Facebook and Twitter. As social media engagement has blown up in the past few years, brands are taking advantage of being able to grab a large audience’s attention through worldwide gatherings around the television.
From past events, we have learned how brilliant real-time marketing can be (Oreos during the Super Bowl). Most brands will prepare a few tweets or pictures beforehand that go along with the theme of the event. However, the cream of the crop will have photoshop at their fingertips, ready to relate their brand to anything that could go right or wrong during the live event. Product placement is another way for brands to get themselves into the minds of viewers. Whatever route they take, brands are standing out from the crowd and getting noticed.
Here are a few of my favorite marketing moments from the Oscars this weekend:
1. Ellen’s record-breaking Selfie
With Ellen DeGeneres running the show, you know there’s got to be something up her sleeve at all times. It was obvious that Ellen was given a Samsung Galaxy phone to promote as the Oscars host. However, what she did with the phone went down in history. In an attempt to get the most retweets on a tweet ever, Ellen made a scene in the front-row audience with the Galaxy and rounded up an impressive group of A-listers to get in her selfie. By the time the Oscars was over, the photo indeed became the most retweeted tweet of all time, surpassing President Obama’s “four more years” tweet. It currently has over 3 million retweets and has been favorited over 1.5 million times. Samsung was enjoying the attention until Ellen was caught backstage using her iPhone to take more selfies.
2. The pizza delivery
Another outstanding Ellen moment came halfway through the show when she announced that she wanted some pizza. Within moments, pizza chains come to the talk show host’s beckon call with tweets replying to her sudden craving. While that was expected, nobody knew what was going to come next. Whether this was planned or a real spur of the moment thing, it was brilliant. A real pizza delivery guy from a ma & pa pizza joint (literally, Big Mama’s & Papa’s) shows up on the Oscars stage as Ellen escorts him to serve the audience of celebrities, complete with a stack of paper plates and napkins.
Actors from Brad Pitt to Meryl Streep do not hesitate to dig in. The whole scene was something you’d never imagine to see – actresses in their expensive, stunning gowns helping themselves to the pies and chowing down on greasy pizza. The local pizza shop received an unbelievable amount of fame and attention, even scoring more pizza orders the next day to The Ellen Show and Entertainment Tonight.
3. NASA ‘s #RealGravity moments
While I know I said a lot of brands failed if they weren’t tweeting in real time, NASA was an exception. With the film Gravity up for many Oscars, NASA took advantage and used the hashtag #RealGravity to depict breathtaking scenes of gravity from space explorations of the past. This gained a lot of attention from space nerds and movie goers alike.
4. Pantene Pro-V: I Want That Hair!
Pantene won with their #IWantThatHair marketing plan. They encouraged fans to tweet with the hashtag when they saw a red carpet hairstyle they wanted. During the red carpet and show, Pantene tweeted how-to videos of celebrity updos their fans were dying to recreate. They even posted pre-show #IWantThatHair teasers with step by step instructions on common red carpet looks days before. This was a great way to encourage engagement with not just Pantene’s fans, but beauty fans alike.
5. The Modern Family ‘Look Back’ commercial
This wasn’t part of the show, but it aired during the commercials and I loved it. Modern Family’s new commercial is a spin on Facebook’s Look Back videos, where users can watch a 30 second video that highlights important moments taken from their Facebook profiles. As a Modern Family fan since day 1, I felt a connection to the show when watching moments pop onto to screen that I remember watching and sharing with the lovable cast. They did a great job with this ad spot.
What were your favorite marketing moments from the Oscars?