​The 86th Academy Awards on ABC broke Twitter records and hit ratings highs on Sunday, but the network wasn’t the only brand to win big that night. Both official sponsors and accidental appearances brought brands like Samsung and Miller Lite under the spotlight as well. Today, Variety lines up the biggest winners in the brand world.

Samsung, an official sponsor of the show, got special treatment when host Ellen DeGeneres snapped a selfie with some of the night’s biggest superstars, breaking Twitter records with more than 3 million retweets as of today. The previous photo with the most retweets was Barack Obama’s photo taken on election night, retweeted more than 770,000 times, crashing the site. Her selfie became the most retweeted photo in the history of Twitter, bringing attention to the Samsung Galaxy Note 3 that snapped the shot.

Another unexpected moment of publicity came when Big Mama’s & Papa’s Pizzeria helped DeGeneres feed the hungry stars in the front rows at the show. The LA-based pizza chain got some free PR, now able to show photos of Brad Pitt and Julia Roberts eating their pizza on television, but also on the following day, when DeGeneres invited delivery guy Edgar Martirosyan on “The Ellen DeGeneres Show” to get him his tip from Sunday.

Thanks to Pharrell’s popular fashion statement of a hat, Arby’s was also given some social media love on Sunday. The artist first wore the hat, resembling Arby’s logo, to the Grammys, eliciting plenty of comparisons to the restaurant chain as well as fake Twitter accounts and the hash tag #PharrelsHat. After his appearance at the Grammys, Pharrell auctioned off his Vivienne Westwood hat online, planning to donate the profits to charity From One Hand To AnOTHER. Pharrell went to Twitter to thank the lucky eBay winner for buying his hat for $44,1000 - that winner was Arby’s, earning them some extra publicity and a tip of the hat from the man himself.

Thanks to one of the biggest films of the year, “Gravity,” a rather unexpected brand got some extra time in the limelight this weekend. NASA took to Twitter using their newly create dhash tag #RealGravity, gaining more than 10,000 new followers. Using the popular film as context, NASA tweeted out photos from space stations and live-tweeted the movie’s several wins throughout the night.

And perhaps the most unlikely of brands, Miller Lite received a shout out during Best Actor winner Matthew McConaughey’s speech when he said that his father was a Miller Lite drinker. Immediately after the comment, the beer brand went to Twitter: “Miller Lite. The official beer of award winning actor’s dads.” It got more than 2,000 retweets and gained the beer countless Twitter followers.

Read more at Variety.

Brief Take: Sponsor or no, sometimes the most accidental moments can create the biggest moments for brands at events like these. The result depends on how quickly and efficiently those brands can react.

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