Digital marketing agency Resource Interactive, has taken a subjective look at the Oscars as well as the brands that advertised during the ceremony broadcast to assess whether they successfully integrated digital elements into their audience experiences.
According to Resource, JCPenney, Miracle Whip, and Gillette Venus were among the better of the 12 advertisers for the evening. They used the occasion to launch ad campaigns and tried to drive traffic to the Web, encourage online voting, or use their ads to direct consumers to their Facebook page. Still, the increase in the number of “likes” or new Twitter followers was relatively small.
For the Oscars themselves, however, the use of social media and a variety of platforms did lead to audience engagement.