The Academy of Motion Picture Arts and Sciences stepped up its social media game at the 85th Oscars on Feb 24.
Playing on a few of the nominated movies (Mirror Mirror and Snow White and the Huntsman), the Academy set up a “Magic Mirror” in the green room where stars could snap self-portraits and tweet them from the Academy’s official account (@TheAcademy). The mirror gave followers glimpses into the backstage area typically closed even to the press.
The Twitter mirror is just a part of the Academy’s newest outreach strategies in hopes of “giving access to fans at home a part of the show they never got to experience before,” Twitter spokeswoman Elaine Filadelfo said.
The Academy’s chief marketing officer, Christina Kounelias, explained that “social media is now mainstream” in justifying their efforts to connect with all audiences — not just youth.
However, one move by host Seth MacFarlane was clearly aimed at engaging young adults. Partnering with mtvU, the Academy created a video contest for aspiring filmmakers leading up to the event. Six winners were selected from universities across the country and appeared live on stage handing the Oscars to celebrity presenters.
A video-on-demand feature also debuted during the ceremony, allowing fans to watch highlights on Oscar.com, instant replay favorite moments, and share them with their Twitter and Facebook spheres. Added camera perspectives at the event and a blog tracking social media discussion gave viewers unprecedented real-time access to the event.
What do you think about the Oscars’ attempts at connecting with a modern audience? Did you follow their social media accounts? Do you like the informal behind-the-scenes aspect, or do you think the ceremony should return to its roots as formal and exclusive?