Analysis of the digital conversation for the 2018 ACADEMY AWARDS March, 2018 CONTEXT ACADEMY AWARDS, 2018 On March 4th, 2018, we had the 90th Oscar Ceremony, a prize given by the AMPAS to the crème of the crop in movies, recognizing their excellence in the industries’ professionals, and is considered the greatest honor in movies worldwide. 4 THE AWARDS: THE PRIDE OF MEXICO Lately, it has become common to see Mexicans participating of the Oscars. During Oscar’s 86, 87 & 88, a Mexican took 2 statues, both as best director & best movie. This is why this year it is not surprising to see Mexico’s participation, however, we had never seen such a Mexican delivery as this one. Last year, the current president of the US, Donald Trump. While being sworn in said he would put up a wall between the US and Mexico so as to avoid immigration by illegal aliens from Lat Am; stemming from this fact and others, such as the renegotiation of NAFTA the relationship between countries has suffered. This situation has generated a friction between countries, yet, “The Academy” has shown to be against these remarks and has done so in every ceremony appealing to equality and inclusion for all cultures, preferences and genders. 5 DONALD TRUMP VS. MÉXICO After the 87th Academy awards, when Mexican national “Alejandro González Iñarritu” was awarded with 3 Oscars for his film “Birdman”, current US president “Donald Trump” tweeted a series of messages of disapproval: 6 THE MOST MEXICAN ACADEMY AWARDS On the 90th Academy Awards Mexico was more present than ever: “Coco” a Disney Pixar film centered on the Mexican The shape of water, written and directed by tradition of the day of the dead was nominated filmmaker Guillermo del Toro was nominated and awarded as best animated movie & best to 14 awards of which it got 4. original song for “Remember me”. Singer Natalia Lafourcade & actor Gael García were invited to interpret the nominated song “Remember me” from the movie “Coco” Eugenio Derbez & Eiza Gonzáles were in charge of presenting an award during the ceremony. TWITTER TALK IN TWITTER IN MEXICO ABOUT THE EVENT. TOTAL MENTIONS: 446,738 3,500.0 3,196.4 3,000.0 During the event was when we Academy Awards date 2,500.0 detected the greatest volume of 2,000.0 talk regarding the Academy Awards. Miles 1,500.0 1,000.0 500.0 0.0 MARZO 1 2 3 4 5 PROBABLE REACH: 1,084,358,520 9,000.00 7,846.66 8,000.00 7,000.00 Academy Awards date 6,000.00 5,000.00 4,000.00 3,000.00 Millones 2,000.00 1,000.00 0.00 MARZ0 1 2 3 4 5 Conversation volume: 446,738 9 mentions from march 1st to 5th, 2018. REFERENCE DATA Reach Avg. daily Analyzed days Volume Multiplicity (Millions) mentions Trump wins the presidency 5 910,464 128 182,092 3.7 Visit by Donald Trump 5 479,340 154 94,657 4.4 Academy Awards 2018 5 446,738 1,084 89,348 30.7 January 2017, rise in gasoline 16 416,928 439 3,259,990 12.6 Río Olympics, 2016 17 413,648 130 284,332 2.8 Super Bowl LII 2018 5 397,180 1,592 79,436 45.1 Detention of Javier Duarte 5 199,982 278 39,996 7.9 Golden Globes 12 156,078 428 13,007 12.1 Marco Antonio Case 6 107,693 133 17,949 2.7 Ordered as to volume. NOTE: 35.3 millions of Twitter users 10 REFERENCE DATA The reach of the Academy Awards on Twitter was outstanding due to the fact that several “Tweet stars” interacted with the subject: Paulina Rubio Eugenio Derbez Aristegui Noticias Carlos Loret de Mola @paurubio @EugenioDerbez @AristeguiOnline @CarlosLoret 9.7 M FOLLOWERS 11.5 M FOLLOWERS 7.8 M FOLLOWERS 7.8 M FOLLOWERS 11 TWITTER CONVERSATION IN MEXICO. GENDER BUZZ GRAPH TRENDING HASHTAGS WORD CLOUD Volume of the conversation 446,738 12 mentions from march 1 to 5, 2018 MAIN CONVERSATION TOPICS MEXICANS AT THE GULLERMO DEL ACTORS/ “COCO” OSCAR WINNERS AWARDS TORO ACTRESSES Positive or negative References to the Tweet relating to the When some person or Comments or criticism comments about some filmmaker during the movie “Coco” by media speaks about or for or against some Mexican nationals Awards ceremony. Disney Pixar, either announces the actor/ess, either for that were at the supportive or winners of some prize their work, dress or ceremony during their announcing it as the during the night. performance during participation. winner (original music the ceremony. or best animated movie). EXPERIENCE OF “THE SHAPE OF INFORMATIVE BEFORE THE THE AWARDS WATER” NOTES CEREMONY People that tell of Tweets related to the Information media Fans that reference their experience movie “The shape of that share some preparations, betting while watching the water” either information slips or opinions on ceremony, what they supportive or pertaining to the expectations of the were doing, who they announcing the ceremony. Awards ceremony for were with, how they winner (best 2018. felt, etc. soundtrack, best production design). Conversation volume 446,738 13 mentions from March 1 through 5, 2018 MAIN TOPICS AND EMOTION OF THE CONVERSATION EMOTION GENERAL FOR THE CEREMONY 7.0 MEXICANS AT THE AWARDS 24.54% 6.7 GUILLERMO DEL TORO 18.4% 8.1 “COCO” 13.3% 7.7 OSCAR WINNERS 12.2% 7.5 ACTORS / ACTRESSES 8.2% 7.5 CEREMONY EXPERIENCE 6.1% 6.9 THE SHAPE OF WATER 6.1% 5.0 INFORMATION NOTES 6.1% 5.0 PREVIOUS TO THE CEREMONY 3.1% 6.7 Classification from 1 to 10 where 1 is negative and 10 positive Conversation volume 446,738 14 1 2 3 4 5 6 7 8 9 10 mentions from March 1 through 5, 2018 MULTI-MEDIA ON TWITTER CONVERSATIONS IMAGEN WEB GIF VIDEO 85% of tweets hade 64.4% some multi-media content. 13.8% 12.6% 9.2% EXAMPLES Conversation volume 446,738 15 mentions from March 1 through 5, 2018 INCLUSION AND EQUITY. The leading subject for the Awards ceremony was inclusion. This year the academy decided to award movies with a strong message of inclusion and equity: Frances McDormand Guillermo del Toro Winner for Best Actress Award Winner for best director and best movie. Winner for the film Three billboards outside Ebbing, Mexican filmmaker Guillermo del Toro, after receiving the Missouri, during her acceptance speech invited all award for best movie said: “Inclusion is necessary if only for women nominated to stand up and said: “Look around the reason that we are not listening to all the stories that you, we all have stories to tell and bankroll. Producers, should be heard". His speech fit nicely with the movie “The take us into account” and ended with the two words: shape of water” which tells the story of different people 'Inclusion rider’, A call for diversity in the movie (disability, race or sexual preference) who are bullied and industry that artists may demand in their contracts. seek to give a better condition to a fish-man that lives a similar situation. Conversation volume 446,738 16 mentions from March 1 through 5, 2018 INCLUSION AND EQUITY “The Silent” “Una Mujer Fantástica” “Call me by your name” “This is me ” Best fiction short film Best foreign film Nominated for best movie Nominated for best song A short film that tells the Movie starred by a trans-gender Romance between two men, Main song for the movie story of a mute girl that actress, that tells the story of a however, it doesn’t emphasize ‘The greatest showman’ has to learn to adapt in a trans woman who has to face sexual orientation and uses the which tells a story of a talking world. The the suspicions of murdering her word “gay” very little and never group of misfits from speech was delivered in boyfriend because of her to describe the stars. The society due to a sign language for the girl condition. Daniela Vega the director did not want to tell a malformation. This song who starred in the star, is the first trans woman to story of sexual orientation, but is about accepting Project. participate in an Academy rather no how your first love is oneself as you are. Award Ceremony. experienced. Conversation volume 446,738 17 mentions from March 1 through 5, 2018 FEEL OF THE CONVERSATION Tweets from Awards, movie, actresses/actors nominated fans, expressing their happiness and pride about them. 45% POSITIVE Tweets that speak of nominees, presenters, who won or what happened during the ceremony or red carpet without any particular point of view. These types of tweets are meant to be informative by magazines or showbiz news shows. 51% NEUTRAL Tweets that express anger or dissatisfaction with the awards results, or even straight out reject these types of ceremonies or events. 4% NEGATIVE Conversation volume 446,738 18 mentions from March 1 through 5, 2018 FEEL OF THE CONVERSATION- EXAMPLES. 45% POSITIVE 51% NEUTRAL 4% NEGATIVE Conversation volume 446,738 19 mentions from March 1 through 5, 2018 DIGITAL WHAT IS SOCIAL DIGITAL MOOD? ▪ It is the mood that is prevalent on the online population in social media, which reflects phenomena that happens around them. ▪ Social media activity has become stronger and has the power to influence opinions, purchase decisions, ways of life, even acceptance or rejection of ideas or publicity messages. ▪ The content you can get from social media, can achieve understanding the opinions & feel of the users, facilitating understanding towards customers.