The Oscars wanted to create a one-of-a-kind red carpet experience in 2012 by giving fans a way to interact during the show. They were looking for a trusted partner to help create and power a social buzz microsite representative of the conversations happening around the event.
Mass Relevance’s expertise in powering social experiences for major events like the Twitter Town Hall and the Royal Wedding gave the Oscars the assurance they needed to move forward and launch the Oscar buzz microsite. The central feed displayed Tweets from one of three filtered streams: Insiders, Movie Moments and #Oscars. The side of the page consisted of three additional feeds: Best Dressed, Trending Topics sorted by Tweets-per-minute, and Tweets from the Academy’s official account.