Samsung's big Oscars ad buy was a huge success on Twitter, according to data from Networked Insights, which found that the brand had the largest volume of social media chatter and highest positive sentiment among ABC advertisers last night.
Grey Poupon also performed well on the big TV stage by going back in time with its 1980s "Pardon Me" theme, per the New York-based analytics firm.
For Samsung, Hollywood director Tim Burton's cameo drove a substantial portion of the conversation, said Networked Insights. Burton appeared in a :90 spot that continued a "Unicorn Apocalypse" theme introduced earlier this year by 72andSunny. The commercial's creative is designed to highlight how Samsung Galaxy products can be utilized for work, in addition to play. It was one of six spots Samsung ran during the big television event.
Grey Poupon's stab at going retro was evidently a bonafide hit with Gen Xers and other social media consumers. With the brand's agency, Crispin Porter+Bogusky, deciding to breathe life into "Pardon Me," the brand received four times the social media conversations compared to its daily average, according to Networked Insights.
Using its SocialSense analytics system, the company broke down 8.9 million social media conversations about Oscars advertisers, with 98 percent living on Twitter and most of the rest on Tumblr.
Other key results, per Networked Insights' data:
—JCP had the third-most-positive social media response for its "Yours Truly" campaign, which entailed six Oscars spots.
—Apple drew the second-highest amount of chatter, but saw polarizing results.
—Coca-Cola's ads performed similarly to Apple's.
—McDonald's effort created the fourth-highest degree of buzz, but sentiment was middling.