You can be sure that any major event in this world will not just be talked about, but will also become a trending topic on social networks.  and if that event is really news worthy, someone will make an app for that.  As we saw with Super Bowl XVLI, not only was it a venue to launch new products, but advertisers used the event to learn what piques the interest of the audience.  Would you believe that some people are’t really interested in the game but just the spectacular half time show and the ads in between plays?

And for other non-sports fans, the next big events after the Super Bowl are also entertainment-related: the Grammys and the Oscars.  And social sites were abuzz even before the event.

Data Driven Oscars

Clearspring, a top platform provider connecting publishers, services and advertisers to audiences on the social web, came up with some nifty tools to help audiences keep track with what’s happening in and around the event, like a word cloud for nominated actors and actresses, and a graph showing the interest of the audience with these people as the event draws near.  Most of the nominees weren’t even on the public’s radar, but the moment they were announced as nominees, people started to notice them, and it showed during the Red Carpet show.

Here are just some of the data Clearspring’s AddThis accumulated during the Red Carpet show:

• Overwhelming positive sentiment (97%) for Ellen Degeneres in the JCPenney ads.
• Interest in Angelina Joli spiked 2.5x on the red carpet and 15x when she presented.
• Sharing via iPad is up 20% during the Oscars compared to a normal Sunday night.
• Sharing to Pinterest increased 150% during the red carpet show, people are so into what the stars are wearing at the event.
• Jennifer Lopez’s near wardrobe malfunction caused a big spike on the network – 7.5x increase in events.
• Billy Crystal’s monologue saw consistent interest for 6m, but the interest was more negative than positive 42% to 30% – the rest neutral.
• Michelle Williams up for Best Actress AND best dressed. So far the most interest in her red carpet appearance.
• A red carpet fashion winner: Rooney Mara saw a 4x increase in positive interest a/b everything from her hair to her dress.
• Proof Twitter is the service of choice for real-time events. Chatter about the Oscars on Twitter is outpacing Facebook by 45%.
• Viewers were not impressed with Mr. Seacrest’s reaction to Sacha’s prank. He had 68% negative sentiment after the stunt.
• Sacha Baron Cohen had an 800% spike in interest and 90% positive sentiment after dumping “ashes” on Ryan Seacrest.
• Fashion: Jessica Chastain getting great feedback on her outfit, sentiment up 32% when she walked down the red carpet.
• Positive sentiment in The Artist continues to increase. Up to 87% now from 70% during the last week.Will it win?

Apps For The Oscars

Clearspring wasn’t the only one keeping their eyes on the Oscars, as there are a lot of companies that tied up with brands or showbiz personalities for the event.  These days, you use a hashtag to follow something of interest on Twitter, but there are a lot of hashtags available and it’s quite confusing.  So companies came up with something to make things easier for the viewer.

Viggle, a loyalty program where television viewers “check-in” while watching a certain show, earn points that go towards various rewards such as Starbucks gift cards or movie tickets.  They partnered with Microsoft’s Bing and offered live polls, quizzes and trivia questions specific to the Oscars this year.  Those who get the correct answers earn points which go towards prizes.

IntoNow, now part of the Yahoo family, used their audio recognition software to provide all kinds of extra information related to the show, allowing users to give Red Carpet looks their thumbs up or thumbs down, get information about the nominees, take polls for the various categories and pick the winners.  It also paved a way for users to talk with one another during the event, as well as see what everyone on Twitter and Facebook are talking about.

GetGlue, the app that lets users “check-in” to a show, partnered with ABC to award people prior to the Oscars and on the day of the telecast. You can get stickers for checking into the nominated films, checking in to the red carpet or watching Jimmy Kimmel’s show.