Brands hijack Oscars mishap

Daisy Doctor
By Daisy Doctor | 28 February 2017

The Oscars are making global headlines for all the wrong reasons, yet a bunch of savvy brands have been quick to make the most of #EnvelopeGate.

Following Warren Beatty reading out the incorrect film as winning picture, the accident has opened up a Pandora’s box of online parodies and brands couldn’t help but jump in on the action. The reactions ranged from savvy, to bizarre and some completely irrelevant.

Specsavers’ global Twitter account was one of the first to respond, with the tweet receiving more than 20k likes and 10k retweets.

Specsavers Australia:

 Skittles, Progressive Car Insurance and Ryanair are also milking the event, as well as smaller brands.

The general reaction to the incident was expectedly shock, from viewers and celebrities alike.

According to The Hollywood Reporter, this year’s Oscars recorded the lowest TV ratings since 2008, with an estimated 33 million viewers worldwide, down 4% from 2016.

During the event, host Jimmy Kimmel featured in more than 500k tweets, with best supporting actress winner Viola Davis following with roughly 350k mentions.

Mobile advertising tech company, Amobee, gathered social insights from the night, reporting these as the top 10 most talked about brands during the Oscars:

  1. The New York Times
  2. A.C.L.U.
  3. Samsung
  4. Red Vines
  5. Junior Mints
  6. Cadillac
  7. Audible
  8. WalMart
  9. Rolex 
  10. Hyatt

There were 78.2k tweets about The New York Times while the Oscars were screening, making it the most mentioned company of the evening. This possibly comes off the back of the magazine's latest billboard campaign and its Oscars TV ad debut, which drew the attention of President Trump. 

Non-for-profit organisation, the American Civil Liberties Union (A.C.L.U.), ranked in at second place, with celebrities including Karlie Kloss, Busy Philips and Emma Stone creating awareness of the union by donning a blue ribbon in support. 

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