Oscar fever is here again. Just to make sure you are included, they've created online presences this year where you can check out trailers of all the nominees and check out the celebrations backstage online in real-time as the awards are accepted. That seems like some unprecedented access and a really good way to get younger viewers interested in what has been something of a boring affair from time to time. Sure filmies and aspiring actors will be interested, but really, does it affect the rest of us in any way?
It seems that ABC is catching the online buzz and is starting to come round to our way of thinking with not only an official Oscar website, but also Facebook, Twitter and more. Welcome to the party TV execs, you're well beyond fashionably late, but we won't hold it against you...probably.
We already know that online video is able to drive purchase intent, but can social media push people to check out a TV event like the Oscars? It seems like ABC is willing to bet that it does as they had to have sunk some cash into preparing all the online presence that they have.
It's entirely possible that the Grammy Awards were boosted by the social media effect as they had topped ten years of ratings.
Now we do know of some places, like LeanIn that are working on sort of the same principals just not in a live event venue...yet. Of course when I say something on Facebook like "Oh time to watch the new episode of X," others who are fans of the show might also head to their remote and flip over to watch as well. That's what ABC must be hoping for and that's almost what LeanIn is as well. When someone ties a TV show or video into their comments and status updates, or their comments are shared socially in real-time while they're watching and commenting in an online video it could certainly drive others to that content. It makes media all that more social as you feel like you're with that person watching. This was no more evident recently for me than the Super Bowl when I as on Facebook on the Packer's presence there and you could just see streams of comments about the game.
Twitter is playing a major role in this social media effect and we have talked about it in the past, how social networks can help fans build a stronger connection to their favorite TV shows. However, we didn't have much to go on in regards to viewer push (seeing something on Twitter that pushes someone to view a TV show) so perhaps we will get some research on that soon (with easily readable results please). so on Oscar night, keep an eye out for the top 10 trends on Twitter and see how many of them are related to the show.