Open any lifestyle website and chances are you are flooded with Oscar news (and yes, DiCaprio finally brought home his very own little trophy). But who has come on top in the marketing world?
(Read more Oscars related news here)
According to global marketing technology company Amobee, on 28 February, 7% of all digital content engagement around the Oscars mentioned Dolby; which was 7.4 times more Oscars related digital content engagement than around Girl Scout Cookies.
However, there’s a difference in passive versus active mentions. Dolby was mostly passively being mentioned in the context of The Dolby Theater where the event was held; while when the Girl Scout Cookies were mentioned; they were the topic of the conversation.
Aside from brands with venue naming rights, Girl Scout Cookies was the brand with the most Oscars related digital content engagement on February 28. Android, which featured an animated ad of Rock, Paper, and Scissors working together receiving 93% as much Oscars related digital content engagement.
Also on February 28; McDonald’s had 89% as much Oscars related digital content engagement as Girl Scout Cookies; Cadillac had 48% as much Oscars related digital content engagement as Girl Scout Cookies; and AT&T had 25% as much Oscars related digital content engagement as Girl Scout Cookies.
McDonald’s featured a breakfast food acceptance speech theme for their Oscars campaign while Cadillac featured ads focusing on young achievers who dared to dream big. AT&T most notably ran a collaborative ad on how Tom’s Shoes uses AT&T, and about that brand give one pair of shoes away for every pair bought.
Here are some other brands closely associated with the Oscars. They are ranked according to volume of Oscars related digital content engagement around brands without venue naming rights on February 28 2016:
- Girl Scout Cookies
- Samsung Galaxy S7
But what’s any Oscar without a red carpet mishap? There was 38 times more digital content engagement around the brand Total Beauty on February 29 compared to February 28. This was around the blowback from them mistakenly tweeting a Red Carpet picture where they thought Whoopi Goldberg was Oprah Winfrey.