We tracked eleven advertisers for this year’s Oscar program. The pre-Oscar buzz was tied with both GM and American Express each getting 19% share of the overall discussion about Oscar advertising. The GM buzz centered around the greening of the Oscars with celebs arriving to the event in hybrids. Diane Von Furstenberg’s dress generated the majority of the buzz for American Express, with this story.

Overall, Amex is definitely the winner pre Oscars since they only ran one spot and got the largest percentage of buzz.

Fashion wins the day again with the biggest advertising lift immediately following the Oscars coming from the Coca-Cola Heidi Klum dress campaign. Not only was this the top mentioned ad but her dress was also the most talked about of all the fashion designer entrants. Coke had a total 15% lift from the pre-Oscar buzz. We’ll follow this up with more in-depth analysis in a week to figure out the longer term analysis.

Overall, the Oscar advertising was much less talked about among bloggers than the Superbowl which is probably to be expected … and it’s all about the fashion. It’s not how you feel baby, it’s how you look.

Tags: Analyzing Consumer Generated Media, Brand Management, Mass Media/Culture //