By Daniel Hunter
It may be the night when Hollywood's best and brightest are honoured for their achievements in film, but some interesting research has revealed which brand enjoyed the most success at the Oscars on Sunday night.
Taking home the "Most Awesome Brand" was Lego, according to digital marketing technology company Amobee Brand Intelligence. Lego stood apart with the most brand mentions around the event, with 46,881 social mentions and 45% positive sentiment, thanks to the earned interest around the Tegan and Sara and The Lonely Island music performance. Between the huge production number and the Lego Oscars being handed out to the audience, Amobee estimated that Lego received around $7.5 million of free advertising on the night.
Meanwhile Dove earned the "Most Loved Brand" award, with their being 29,250 social mentions around the brand and their #speakbeautiful hashtag, with sentiment around the brand and hashtag an amazing 91% positive. The campaign, to encourage woman to Tweet more positively about their bodies, comes on the heel’s of the Always #LikeAGirl campaign which generated 403,000 real-time social mentions during the Super Bowl, and really shows the impact a relevant, feminist message can have for brands.
Earning honorable mentions, Coca-Cola generated 12,600 social mentions and 28% positive sentiment during the Oscars, Samsung had 11,502 social mentions and 23% positive sentiment, and McDonald’s had 6,111 social mentions and 20% positive sentiment for the night.
David Barker, Amobee SVP and Managing Director EMEA, said: "At this year's Oscars, digital sentiment was predominantly dominated by social causes and poignant celebrity moments. Known champions of social causes, Lego and Dove did well, but surprisingly few managed to capture the mood of the night, or get into the core social advocacy themes. We didn’t have a viral success like that of the Samsung celebrity selfie last year, nonetheless, if Lego didn’t manage to steal the show they still won big at the Oscars by winning people's hearts.”