Hollywood brings the drama at the Oscars with a moment that only live television can deliver. An envelope mixup resulting in La La Land handing the Oscar for Best Picture to Moonlight during the grand finale of the ceremony sent the stage into chaos and brought an unexpected conclusion to the Academy Awards.

The Best Picture mishap drove over 635,000 engagements as people tried to sort out the confusion in the minutes afterwards. The moment is dominating Oscars coverage with over 4,200 rebroadcasts across 728 channels across the U.S in the 10 hours after the event.

Steve Harvey was quickly pulled into the Oscars limelight though he had nothing to do with the event. People wasted no time recalling Steve Harvey’s error crowning the wrong winner during the Miss Universe pageant and sharing it on social media, which drove over 91,000 engagements.

While Moonlight claimed the top prize at the end of the night, it was La La Land  that garnered the most engagements — 605,000 to Moonlight’s 302,906 —  for its 5 Oscar wins. While Hidden Figures didn’t take home any awards, the film had one of the biggest moments of the night when the cast celebrated Kathryn Johnson’s achievements on-stage.

The Oscars broadcast was a politically-charged event. Jimmy Kimmel tweeted at Donald Trump (twice), stars wore ACLU ribbons, Iranian Asghar Farhadi — winner of Best Foreign-Language Film — boycotted the event, and Gael Garcia Bernal stated his opposition to the wall along the U.S.-Mexican border while presenting Best Animated Feature Film. President Trump tallied up over 1 million engagements by the end of the night.

Cadillac took advantage of the politically charged atmosphere releasing a new ad, which drove helped drive over 45,533 engagements for the automaker and 89% positive sentiment. Additionally, people engaging with the Oscars were over 3.3x more likely to also engage with Cadillac.

Walmart launched a special campaign tasking 3 different filmmakers with creating a story about 6 different products on “The Receipt.” All three films drove engagement lift for Walmart but people were most responsive to the third film that aired, “Bananas Town,” by Seth Rogen and Evan Goldberg. In all, Walmart’s campaign drove which drove over 34,000 engagements for the brand.

GE, Revlon, and Samsung also saw strong responses on social from their TV advertising.

The Oscars are impactful for fashion brands as well as TV advertisers. Meryl Streep switched her dress from Chanel to Elie Saab which helped the latter designer earn over 21,000 engagements during the event.

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