Shine unveils the ‘People’s Oscars’

By on Saturday, February 21, 2015

In a lovely bit of agency self-promotion, the clever folk at Shine conducted something of a social experiment in the run up to The Oscars – testing whether The Academy’s views reflected that of the movie going public.

By carrying out a touch of ‘social listening’ the extensive monitoring of online chatter looked at discussions around nominees post publication of the shortlist, exhaustively analysing around 460,000 posts and sieving out any negative sentiment – leaving only the good stuff.

From this, they were able to define a hierarchy of the ‘People’s Winners’, which are…

The nominees for Best Supporting Actress are:

Patricia Arquette

Emma Stone

Laura Dern

Meryl Streep

Keira Knightley

…and The Oscar goes to: Meryl Streep


The nominees for Best Supporting Actor are:

Robert Duvall

Mark Ruffalo

Ethan Hawke


Edward Norton

and The Oscar goes to: Robert Duvall


The nominees for Best Actor are: 

Steve Carell

Michael Keaton

Bradley Cooper

Eddie Redmayne

Benedict Cumberbatch

…and The Oscar goes to: Eddie Redmayne


The nominees for Best Actress are:

Marion Cotillard

Rosamund Pike

Felicity Jones

Reese Witherspoon

Julianne Moore

and The Oscar goes to: Julianne Moore


The nominees for Best Picture are:

American Sniper

The Imitation Game




The Theory of Everything

The Grand Budapest Hotel


…and The Oscars goes to: Birdman

Speaking to PR Week on Friday, Shine Communications director David Wiles said that using sentiment analysis in this way has become one of the agency’s key resources… analysing social media enables us to close the loop on our campaigns. It’s not simply a way of amplifying a message, it’s a way to deliver insight and inform what we do next.”

Very cute piece of publicity on the part of Shine, that’s beautifully bookended on the agency’s blog by @JoelZietcer and @CaolanMahon, saying “Shine can’t be held responsible for any of the results being correct. Unless they turn out to be correct, then we can be held fully responsible.” (Especially as everyone knows The Academy always balls it up).


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