#Oscars2015: And the award goes to…

by Maria Schomer

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…Awkward.

Whether it was Neil Patrick Harris running on stage in his underwear or John Travolta becoming the latest internet meme with the awkward kiss on Scarlett Johansson’s cheek, Sunday’s Academy Awards proved to, once again, be a big day for Hollywood. The Oscars celebrated its 87th year with Birdman winning Best Picture, Lady Gaga singing a medley from The Sound of Music and The Grand Budapest Hotel taking Best Costume and Best Original Score. Twitter users were part of the conversation by the hashtags #Oscars2015 and #Oscars. What interested me most were the ways brands used the hashtags to piggyback off the event to gain brand recognition.

Before the show

Little Debbie tweeted this the morning before the show:

The tweet received 27 retweets and 34 favorites. Even though these engagement numbers were low, by using the hashtag Little Debbie gained thousands of impressions. Little Debbie tweeting with #Oscars2015 might not cause Twitter users to go out and buy Little Debbie snacks, but it’s a great way to keep the brand current and in the conversation.

Another company that used the Oscars to get attention was CineFix. Don’t know what that is? CineFix is a YouTube channel that creates movie reviews and kids reenactment videos. I noticed a tweet with a video “Kids Reenact 2015 Oscar Nominees!!!” The video was a cute and funny take on the Oscars Best Picture nominees, including The Theory of Everything, American Sniper, Whiplash and Birdman. Watch the video below:

Don’t you think the kids’ versions should have been nominated for their own awards? Since this was not the first year CineFix created a kids reenactment video, I believe the clever videos are earning the Youtube channel long-term results with potential for repeated views.

During the show

Actor Channing Tatum recognized the winners of an amazing program called “Team Oscars,” a contest where a group of young filmmakers made 60 second videos. While this story, itself, is worth an entire blog post, what interested me was that right after Tatum got off the stage, Trulia, a real estate website, tweeted a picture of Tatum’s house.

Tatum wasn’t the only celebrity that Trulia talked about. It used Twitter to share photos of the homes of actress Patricia Arquette, actors Jared Leto and Chris Evans, and more celebrities. Because of these tweets, Trulia was able to create a conversation with Twitter users about the celebrities’ homes, thus building its audience.

The ways these brands and other brands used #Oscars and #Oscars2015 to join the conversation was fascinating. In your opinion, what other ways is it beneficial for brands to use hashtags? Better yet, if you were a brand, how would you use #Oscars2015 or #Oscars to gain brand recognition? I could talk about the ways brands use social media to gain brand recognition, but I don’t want to write a novel. Leave a comment and, as always, follow Innovative PR on Facebook, Twitter and Instagram.

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