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Samsung, Big Mama’s and the brands that shook up this year’s Academy Awards

If there's one thing we've learned in the last 86 years, it's that Oscar night is without a doubt the biggest party in showbiz. As celebrities flocked the Dolby Theater on Sunday night, 2014 proved, yet again, what a powerful platform it can be for brands who want to leverage Hollywood's big night.

Though big names such as Mercedes-Benz, JC Penny, Chevrolet, American Express and Chobani followed a traditional approach when it came to advertising, it was Samsung, Twitter and a pizzeria by the name of Big Mama's & Papa's Pizzeria who stole the show, proving that authentic and spontaneous interactions during the show leave a far more powerful impression on viewers. 

Samsung Galaxy Academy Awards Oscars

Samsung, a big sponsor of the event, was more than present during the live telecast, especially during moments when host Ellen Degeneres took out a Galaxy mobile phone out of her pocket. The golden moment came when she attempted to snap a photo of her and Meryl Streep, which soon turned into the most star-studded group selfie, ever. 

Samsung Galaxy Academy Awards Oscars

The epic picture taken with the phone and posted on Twitter set a new record for the most number of retweets ever - an incredible amount of 2.4 million as of Monday - making it without a doubt the coolest product placement during the Oscars, and the most successful social media moment in modern history. The platform was mentioned several times and stole the show at one point, especially when Ellen announced that the they had accidentally 'broken' Twitter: "We crashed and broke Twitter. We made history." "It's fantastic. See what we did, Meryl?"


But perhaps one of the funniest moments came from Ellen when she offered pizza (with a real delivery guy) from Big Mama's and Papa's to the stars in the audience.


Big Mamas and Papas Pizzeria

Another brand who received a lovely surprise was Miller Lite, mentioned by Matthew McConaughey during his speech towards the end of the show: "To my father, who I know is up there right now with a big pot of gumbo; he's got a lemon meringue pie, probably in his underwear and he's got a cold can of Miller Lite and he's dancing..."

Of course, the brand did not let this historical moment slip through its fingers. It immediately posted:

Miller Lite Oscars

This year proved that interaction and authenticity is monumental and brands need to be ready to make the best of these opportunities - especially when it comes to live events.

Other stars at this year's Oscars:

 Google 


Chevrolet


American Express


Lipton


Pepsi 


Chobani


 JC Penny


 

Super Bowl 2013: The Ads

 

It's that time of year again. The night in which football and advertising collide. According to Bloomberg Businessweek, "Rates for Super Bowl spots have climbed about 60 percent over the past decade, showing how much marketers value the chance to reach the largest TV audience. Last year’s game had 78 commercials and produced ad sales of $262.5 million..."  

Brands turned to television (and the internet) for football's biggest night,  and spent as much as $140,000 dolars per second for air time - a sum that can only be justified by the number of viewers and online buzz that generates only with an event such as this. Newcomers Oreo and Pistachios shared the spotlight with recurring participants such as Volkswagen and Go Daddy, who spurred up negative remarks due to what some considered as offensive spots.

From fans' submissions for the Doritos and Lincoln ads, to big productions with Kaley Cuoco and Stevie Wonder, this year was all about the pre-game strategy. "Social media has ushered in a new reality for marketers looking to play in the big game, and it’s allowing brands to create deeper narratives, engage fans earlier on and create greater buzz by releasing teasers and assets online before the event.", writes Rae Annfera for Co.Create.

Proving a universal rule: It still pays to pay. 

Ram Trucks - "Farmer"


Taco Bell - "Viva Young"


Audi - "Prom"


Samsung - "El Plato Supreme"


 

Oreo - "Whisper Fight"


Best Buy - "Infinite Answers"


 Budweiser - "Brotherhood"


Milk Mustache - "Got Milk?"


Lincoln - "#SteerTheScript"


Beck's - Sapphire


Go Daddy - "Perfect Match"


Mercedes-Benz - "Soul"


Volkswagen - "Get in. Get happy."


Toyota - "Wish Granted"


Coca-Cola - "Chase"


Doritos - "Goat 4 Sale"


 Pepsi NEXT - "Party"


Pistachios - "Gangnam Style"