The Academy Awards had everyone talking this week. From the ultimate celeb selfie to John Travolta’s awkward intro for Idina Menzel (“Adele Dazeem”), several brands jumped at the chance to join in on the banter. In other news, a visual Facebook redesign for the News Feed will be rolling out in the next few weeks. The update will make the feed more consistent and easier to use across mobile and desktop. Read on to learn more.
Brand Activations Steal the Show at the Oscars
In the midst of hosting the Academy Awards, Ellen DeGeneres was also busy making history. While on stage, she snapped a selfie and proceeded to tweet the photo – which was then retweeted 1.3 million times, surpassing the record previously held by Barack Obama’s “4 More Years” tweet on the night of his 2012 reelection. The image was captured via a Samsung Galaxy Note, which skyrocketed organic publicity for the brand. In fact, Samsung was mentioned over 40,000 times across Twitter, Facebook and other social platforms. With only a sponsorship and commercial teed up for the evening, Samsung received the lion’s share of publicity as a result of the tweet, and was so thankful for the organic publicity (the brand had nothing to do with DeGeneres’ stunt) that it donated $3 million to charities of DeGeneres’ choice.
— Ellen DeGeneres (@TheEllenShow) March 3, 2014
DeGeneres’ organic brand mentions didn’t stop there though. When ordering delivery pizza to the Academy Awards, not only did she give some free publicity to Big Mama’s and Papa’s pizza, but she also facilitated premium product placement for Coca-Cola, whose logo was stamped across each box. The pizza stunt further got other food and beverage brands, like DiGiorno and Pizza Hut, participating in the social chatter.
Apple Makes its First Social Foray on Tumblr
To promote the iPhone 5C, Apple has launched a Tumblr account. “Every color has a story” headlines the page, which consists of several short videos that feature different themes based on color combinations of the product and its cases. Notably, this is Apple’s first real effort at a social presence as its only other social accounts include the official iTunes Facebook page and its App Store Twitter profile. The company also appears to be investing money in the initiative, as the Tumblr page is showing up as a “Sponsored Post” to users on the platform.
SXSW 2014 Kicks off Today (March 7) in Austin
With South by Southwest (SXSW) on the horizon, we can expect to see and hear of many brand activations and initiatives as well as industry updates coming out of Austin over the next week. Spoiler alert: 360i client Oreo will be revealing a “Trending Vending” machine – a Twitter-Powered Machine that creates 3D Oreos. Rapper 50 Cent has already announced a partnership with the app “Hang w/” as well, which will live-stream his performance in Austin. Follow updates from 360i’s team on the ground right here on the blog.
American Idol Partners with Google and Facebook
FOX’s popular reality-singing competition series, American Idol, recently announced a partnership with Google and Facebook. Collaborating with Google, the show will now allow viewers to cast their votes from Google.com and the Google Search app. And with Facebook signed on, fans will now be provided with real-time voting progress during the live show allowing them to track how finalists are placing as the show goes on. Twitter will continue to play a role in the show, but adding Google and Facebook to the mix is certain to limit the platform’s second-screen real estate.
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