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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.
Marketers have been jumping all over TV-driven events in recent events to push their brands in realtime, and the Oscars are proving to be no different. Samsung, American Express, Royal Carribbean, Michaels Stores, Dell, Sprint and others purchased Promoted Tweets for the Chastain hashtags/search terms on Twitter.