How To Stay Relevant Throughout Awards Season

On Sunday night, the Oscars will last for about 4 hours. On the web, they will last for months. Google and YouTube data reveals that today’s audiences are engaging with the awards show well before, during and after the actual event.

Before Oscar night, people are searching for red carpet looks, Oscar pools, party tips, nominees, and movie trailers earlier than ever. From 2013 to 2014, search interest for "Oscar pool" and “Oscar party” grew 28% and 10% respectively. And when the nominated films are announced in January, they get an instant boost on YouTube.
During the actual Oscars ceremony, brands get a huge opportunity to connect with consumers in real time. Last year, nearly half of all Oscar-related searches on awards night came from smartphones and tablets. To capture that in-the-moment interest, marketers can go big on small screens. Explore our playbook on real-time marketing to find out how.

After the show ends on Sunday night, the after-party starts on YouTube. Last year, there were 25X more YouTube searches for the Oscars the Monday after the awards than on the day itself. And the interest lasts for months—60% of views for behind the scenes Oscar videos in 2014 came in the eight months after the event.

Explore more Oscar stats on Think with Google to stay relevant throughout this huge cultural moment.