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

'Everything Is Awesome' sparked 47,290 mentions

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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").

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