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25 Feb


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And the Oscar for Best Use of Social Media Goes To….

February 25, 2011 | By | No Comments

The Oscars! Here are a few ways The Academy will generate a world wide buzz via social media.

Big Names

Marketers are taking full advantage of social media’s power not only by using it to create hype, but by getting big names to interact with the captive audience it offers. In an article on USA Today, Bruce Horovitz reports that marketers are paying $1.75 million for each 30-second slot on ABC’s Sunday night telecast.

“They’ve got a captive audience that’s open to interact with big brands and feel like they’re being listened to,” says social-media coach Janet Fouts. “With TV and radio, you can’t do that.”

Using a celebrity that already has an audience on social media like Jennifer Lopez is proving to be the way to go. Proctor & Gamble Facebook’s membership has increased 25% in just one month since Lopez signed with them. Best Buy aired a Justin Bieber ad during the Super Bowl that asked users to vote on Facebook for an alternate ending. The new ending will be shown during the Oscars.

Mobile Apps

Also in the “Supporting Actor” category are mobile apps. You can get the Oscar Backstage Pass app for iPhone and iPad for $0.99 where you can see behind-the-scenes in the control truck and a backstage “Thank You Cam.”  The Disney ABC Television group is setting up 20-30 cameras to capture the awards experience. From

Albert Cheng explained, “This year we wanted to take the experience to a new level. It’s a three-act story clearly laid out in the design of site that includes 1. Nominations, 2. Red Carpet, and 3. The Awards Show Telecast.”


You can follow the #Oscars hashtag to see a continuous stream of comments on all things Oscar – the winners, fashion, jokes, speeches, surprises, and the parties. If you want more details follow some of the nominees:

  • James Franco (@jamesfranco) – Co-host of the Oscars and nominated for Best Actor (“127 Hours”)
  • Mark Ruffalo (@mruff221) – Nominated for Best Supporting Actor (“The Kids Are All Right”)
  • Helena Bonham Carter (@_HelenaBCarter_) – Nominated for Best Supporting Actress (“The King’s Speech”)
  • Trent Reznor (@trent_reznor) – Nominated for Best Music, Original Score (“The Social Network”) with Atticus Ross

Clearly the  golden man’s performance in social media deserves an Oscar.

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