There was more going on at the Oscars than the PR issues a pair of PwC employees caused. There was a great deal of social media traffic involving sponsors, film brands and the celebrity presenters, among others.
Using Shareablee data provided to us we found Instagram was the dominant social platform during the broadcast. For example Viola Davis’ Instagram feed drove more than half of her total actions. Presenter Hailee Steinfeld posted just five times, all to her Instagram account.
Films:Despite the Best Picture snafu, La La Land topped the most-active film socially, with more than 363,000 total actions. Actions are defined here as the sum of comments, likes and retweets. Best Picture winner Moonlight trailed in third place, with 209,000 actions.
Sponsors: As you can see from the chart, sponsors of the event ran the gamut, from McDonald’s and Walmart, the sole retail sponsor, to Rolex.
Like host Jimmy Kimmel, Hyatt, number 9 in the rankings, seemed to address President Donald Trump directly with a commercial set to the song, “What The World Needs Now Is Love.” Unlike celebrities, who, as we noted above, captured most of their social actions from Instagram, Facebook accounted for more than 73% of Hyatt’s total actions, or about 22,000 actions.
Chef Gordon Ramsay, who topped the list of Oscars sponsors socially, cooked dinner for an exclusive viewing party for VIP guests. Of the brands in the social top 10, Adidas, Stella Artois, Hyatt, McDonald’s, Verizon and Walmart ran TV advertising during the broadcast. Rolex sponsored the green room and Swarovski provided crystal during the evening and jewelry for those on the red carpet.
Presenters:Possibly the internet’s most popular celebrity, Dwayne “The Rock” Johnson came in at number one in the social rankings. As you can see, he posted more 20 pieces of social content during the Oscars and the day after. Kimmel, the Oscars’ host, came in second with more than 1 million total actions. Many of his tweets throughout the evening were, as we mentioned, directed at the president. Unlike Johnson’s posts, which on average captured more than 140,000 actions per, Kimmel’s posts captured just more than 60,000 actions per piece of conent. It is notable that Johnson also has the largest audience of all presenters, more than 140 million, across Facebook, Twitter and Instagram.
Nominees: Justin Timberlake topped the rankings of nominees with more than twice the second-place finisher, Lin-Manuel Miranda. Both were nominated for their work on the film Moana. Mentioned earlier, Viola Davis, winner of Best Supporting Actress for Fences, finished third, with more than 550,000 total actions on her five social posts.