And the Oscar goes to Lego & Dove: Amobee Brand Intelligence
Amongst the many conversations surrounding the 2015 Academy Awards, one observation is the decline in viewership or a lack in repetition of clutter breaking moments as was seen last year. However, the Oscar awards was not without its big brand moments. Amobee Brand Intelligence took a closer look to see brands that stood out at the awards across digital platforms.
Two brands standout in terms of generating online buzz and brand consumption in real time during the ceremony. Taking home the Most Awesome Brand award, Lego stood apart with the most brand mentions around the event, with 46,881 social mentions and 45 per cent 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, the brand probably got around USD 7.5 million dollars of free advertising on the night.
Meanwhile Dove earned the Most Loved Brand award, with 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 heels of the Always #LikeAGirl campaign that 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 honourable mentions, Coca-Cola generated 12,600 social mentions and 28 per cent positive sentiment during the Oscars, Samsung had 11,502 social mentions and 23 per cent positive sentiment, and McDonald’s had 6,111 social mentions and 20 per cent positive sentiment for the night.
Brand sentiment and SOV amongst top brands
Taking a look at indexed top brand consumption around the event, Lego generated the most interest, with Dove having 62 per cent as much consumption during the ceremony, Coca-Cola having 27 per cent, Samsung having 24 per cent as much, and McDonald’s having 13 per cent as much consumption as Lego during the Oscar broadcast. Verizon and Cadillac both had 12 per cent as much consumption around them as around Lego during the Oscars, with the movie Insurgent having 11 per cent, American Express having 10 per cent, and Comcast having 9 per cent as much consumption as Lego did during the broadcast.
Looking at the share of voice between the top five brands around the Oscars, 44 per cent of the real-time discussion was around Lego, 28 per cent of the discussion was around Dove, with 12 per cent around Coca-Cola, 11 per cent around Samsung, and 6 per cent around McDonald’s.
