Alejandro G. Iñárritu accepting Best Picture Oscar last night.
Netflix took the award for Best Advertiser Performance on Twitter, and Coldwell took the Facebook honors in Engagement Labs first-ever ranking of social media engagement during an Academy Awards Broadcast.
InBev’s Stella Artois brand was the Best All-Around Performer, finishing second in both social networks. McDonald’s also made the Top Ten in both rankings, which were based on Engagement Labs’ eValue scoring process that measures engagement, impact, and responsiveness. The company monitored activity on the two social networks of Academy Awards broadcast advertisers while the show was on-air last night.
“What we found was that sound social strategy was being used by the top brands to push viewers into an online experience using things like real-time contesting,” says Engagement Labs CMO Eli Singer.
The company also tracked traffic on the social sites of nominated films. Best Picture winner Birdman took flight on Facebook, while American Sniper saw the most activity on Twitter. Interestingly, only four of the films up for Best Picture sported Twitter handles: Sniper, The Imitation Game, Boyhood, and Selma.
The advertiser Top Tens:
