Oscars 2010 “Measure the Social” report, from Best Picture to Sound Mixing, we go deep this year
The Oscars are one brand that still controls its equity from the top down: Winners are chosen by the Academy.
But outside of the Kodak Theatre in Hollywood, winners are decided by thousands of movie buffs posting their opinions online. That online buzz doesn’t necessarily predict the Academy’s winners. But we’ll be eager to see how the Oscars land compared to the Networked Insights list.
We searched for and focused on the sites with the most discussion of Oscar nominated movies: sites like IMBD, Awards Daily Forums, and AwardsDaily. In our work with agencies and brands, we strive to find relevant content discussed by relevant audiences. In this case, we chose people engaged and passionate about movies. The data was gathered from February 2, when the nominations were announced, through March 3.
The drama between behemoth Avatar and upstart The Hurt Locker plays out with high tension. In categories where the films square off, each finishes in first or second place in share of conversation. And each gets a social win three times: Avatar wins for Best Director, Best Picture, and Sound Editing, while The Hurt Locker has the edge in Cinematography, Film Editing, and Sound Mixing.
Christoph Waltz (Inglorious Basterds) is the leading social favorite in an individual category. Engagement around Waltz is 21% higher than any other leading actor. He accounts for 39% of the share in conversation.
Categories that were short on engagement included: Live Action Short, Documentary Short, and Animated Short. Engagement in these categories is 10-15% of the average. Who says attention spans are growing short?
And now, the rest of the Social Media Winners…
We would like to thank all the people who tirelessly posted their opinions on social media sites for the great gift of their collected wisdom (and we thank our mothers, drama coaches, and husbands and wives). We couldn’t have done this “Measuring the Social” report without you.
For a comprehensive report on share of conversation for all categories and nominees, email Jonathan Zarov.
