When it came to real-time marketing for Sunday's Oscars, it was a success—if you were looking for bizarre results or if you work in Twitter's revenue department.
Around 6:25 p.m. ET, #JessicaChastain was the No. 2 trending topic on Twitter (behind #Oscars2013) after the actress made her red-carpet appearance before the Academy Awards. And then by around 6:35 p.m., simply jessicachastain--without the hashtag and in lower caps--was also a trending topic on the micro-blogging site.