SO MOnday: Oscars 2015 Special


#Oscars2015 was still trending at number one on Twitter in the UK and the USA this morning, proving that we do love to gossip about the big celebrity love-in that is the Academy Awards. But which celebrities, brands and causes made the biggest waves last night?

Abbey Torrance Abbey Torrance Digital Manager Carat Oscars Twitter social media #AskHerMore #SpeakBeautiful

Patricia Arquette, Julianne Moore and Reese Witherspoon’s support of the #AskHerMore campaign gave it a boost, with more than 40,000 people tweeting the hashtag. The campaign was launched in an attempt to give actresses the chance to talk about something more important than what they are wearing.

The feminist message continued with Patricia Arquette’s acceptance speech: “To every woman who gave birth. To every tax payer and citizen of this nation, we have fought for everybody else’s equal rights. It’s time to have wage equality once and for all, and equal rights for women in the United States of America.”

The reaction of Meryl Streep and Jennifer Lopez to this speech, leaping to their feet in support, had Twitter abuzz, and @JLo’s selfie tweet of her with Streep shortly afterwards was retweeted nearly 4,000 times.

According to Amobee, more than 102,000 tweets referenced Patricia Arquette, with 52% positive and only 7% negative.

Another positive feminist message was being pushed by Dove, with the #SpeakBeautiful campaign garnering over 14,000 mentions on Twitter in the two hours before the Oscars, and an estimated 40,000 mentions in the 24 hours surrounding the ceremony.

Meanwhile, the fashion brands were trying to make sure we were still interested in the dresses, and attempting to cash in on their big-name endorsers, with Louis Vuitton’s snap of Selena Gomez receiving 252 retweets and 299 favourites, and Nicole Kidman also proving popular.

Dolce and Gabbana’s Oscar social media campaign began early, with a tweet of their star-studded line of of D&G Gentlemen roping in 170 retweets and 232 favourites before the ceremony began. With stars like Channing Tatum, Matthew McConaughey and Adrien Brody to call upon, they continued to create traction throughout the night.

Brands attempting to jump on the Oscar social media bandwagon had mixed success. Sainsbury’s Oscar cheeseboard only got 11 retweets. But Nando’s meme created from an image of Scarlett Johannson being pawed by John Travolta accompanied with the slogan “When someone pinches a peri peri chip off your plate” and the tweet "We've all been there, Scarlett... #Oscars2015" scored 127 retweets and 242 favourites.

Over on the other side of the pond, advertisers were paying more per viewer for TV coverage of the Oscars than they did for the Super Bowl, with 30 seconds of air time costing as much as $2 million.

Apple launched an iPad advert using the voice of Martin Scorsese, Samsung cashed in on last year’s spectacularly successful Ellen selfie with a selfie ad and product placement with stars including Jack Black, while Cadillac launched its new ‘Dare Greatly’ campaign during the ceremony.

And the social media loser of the night? Very probably Sean Penn, who was still trending in the USA this morning but for rather unfortunate reasons, having put his foot in his mouth with a ‘joke’ about Best Picture winner Alejandro Gonzalez Inarritu; proving that Twitter can be a dangerous friend.

Now Abbey Torrance and Hewie Dalrymple round up the best of the rest of the social and mobile news from the past week.

Mattel and Google release View-Master Toy

Our client Mattel has collaborated with Google to launch a new version of its classic View-Master toy, that is fitted with Google’s Cardboard VR Technology, and works in tandem with a smartphone installed with the accompanying app.

This is set to be launched in October this year and this is a great example of a toy brand updating their products to bring online and offline worlds together. Watch the video here to understand how it works.

Gap releases Instagram mini series

The high street retailer Gap has released a micro-series across Instagram. There are 12 films - check out the first one here – which last only 15 seconds each and will be released once a week over spring.

The series tells the story of a quirky romance between Jenny Slate and Paul Dano: "As the rather abstract plot thickens, their chance encounters, first dates and collaborative mission to find the perfect fit of jeans are all revealed. The actors also battle the idea of what is real and what is digital content, as they begin to suspect that their lives may not be theirs alone. Viewers are encouraged to tune into the brand’s Instagram each week to put the pieces of the puzzle together and make sense of the digestible snippets of media."

IKEA introduces IKEA Emoticons

IKEA, a client of our sister agency Vizeum, has recently released its own emojis to improve ‘communication at home’.

IKEA explains: ‘Men and women have always found difficulty in communication. In the home situation misunderstandings occur most around clutter. And that is why IKEA introduces Emoticons: a communication tool to ensure universal love and understanding in your home. All your hints, desires and questions will be understood right away. Give it a try. Start spreading happiness."

You can download the app on the App Store and Google Play store.

WhatsApp looks to a desktop app to increase presence

In other messaging app developments, WhatsApp has announced that it is now connecting to the web with a desktop app for Chrome and Android. This will boost the site’s presence, allowing users to continue mobile conversations at work. Although WhatsApp does not currently allow advertising, brands should keep an eye on developments. Messaging apps offer brands an excellent opportunity to talk one-to-one with consumers, providing a personal touch that social media cannot provide.


ANA Airlines announced this week the launch of a new consumer engagement app, Take Off Mode. It is a game experience which is designed to distract and relax passengers before take-off. In 2014 restrictions on mobile devices during take-off were lifted and ANA sensed an opportunity and seized it.

This is an innovative way to instil a sense of trust among fliers. Perhaps BA can find a way to engage fliers with an app that partners with the consumer in this way?

And finally, click here to see what a bunch of tech-heads can do with 300 Android phones...



Abbey Torrance Abbey Torrance Digital Manager Carat Oscars Twitter social media #AskHerMore #SpeakBeautiful
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