Lego's Movie May Have Been Snubbed, but It Still Dominated Digital Discussion at the Oscars

'Everything Is Awesome' sparked 47,290 mentions

Specially made Lego Oscars were a hit with stars like Meryl Streep, Bradley Cooper and Clint Eastwood. Photo: Getty Images

For Lego's marketing team, everything is, well, awesome today when it comes to social buzz garnered from last night's Oscars. 

According to Amobee's Brand Intelligence division, the toy brand received 47,290 mentions on Twitter during ABC's telecast of the awards gala, with 45 percent registering as positive—in terms of consumer sentiment—and only 14 percent negative.

While The Lego Movie was notably snubbed by the Academy when Best Animated Picture nominees were announced, the movie's popular soundtrack was up for Best Original Song (though it lost to Selma's "Glory"). The toy marketer got a big boost online when "Everything Is Awesome" was performed early in the program by The Lonely Island alongside artists Tegan and Sara, with Questlove on drums.

Lego artist Nathan Sawaya also helped boost the brand's visibility by creating Lego Oscars that were given out during the song performance to several stars, including an incredibly excited Oprah Winfrey:

Another brand winner at the Oscars telecast was Dove, whose #SpeakBeautiful TV spot generated 29,250 mentions—91 percent of which were positive, per Amobee.

Both Lego and Dove trended nationally on Twitter while stealing a little bits and pieces of the spotlight from the evening's marquee show biz stars, particularly standout musical performer Lady Gaga (577,143 social mentions, 38 percent positive), Oscars host Neil Patrick Harris (219,375 social mentions, 34 percent positive) and Patricia Arquette (168,930 social mentions, 48 percent positive). Arquette made her mark on the show with a statement about equal pay for women after winning the Best Actress in a Supporting Role award. 

And here were the three best-performing consumer brands after Lego and Dove during the 87th Academy Awards, according to Amobee. The Foster, Calif.-based tech vendor said most of its numbers were pulled from Twitter, with a smattering of stats coming from Facebook and YouTube.

  • Coke: ­ 12,600 social mentions, 28 percent positive, 14 percent negative
  • Samsung: ­ 11,502 social mentions, 23 percent positive, 9 percent negative
  • McDonalds: ­ 6,075 social mentions, 17 percent positive, 21 percent negative

Lastly, Samsung once again had a selfie moment—this year with comedic actor Jack Black for a few  seconds rather than 2014 host Ellen Degeneres. For anyone watching on a flat screen TV, the smartphone's logo was pretty easy to see, and the brand seemed to enjoy strong social chatter for the second consecutive year.

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