• by Gavin O'Malley  @mp_gavin, March 3, 2014

Who won which Oscar, last night? Who cares? At least among marketing types, the clear winners at the Academy Awards on Sunday were Ellen Degeneres and Jennifer Lawrence -- neither or whom took home little men.
 
McDonald’s, Samsung, and Vanity Fair did pretty well, too, but Twitter clearly took home the award for most mindshare relative to ad dollars spent.
 
On Twitter -- the country’s de facto conversation pit for live events and happenings -- McDonald’s, Samsung, Vanity Fair dominated the top phrases of conversation, according to social listening startup Poptip.
 
Showing how social media makes strange bedfellows, “Jennifer Lawrence was spotted at a McDonald’s driveway on her way to the Oscars” was one of the top tweeted phrases during the night.
 
Despite failing to win for her Best Supporting Actress role in “American Hustle,” Lawrence cemented her social status by falling (again), last night. Indeed, the top tweeted phrase referring to the red carpet was “Jennifer Lawrence fell.”
 
Meanwhile, four of the top 15 phrases of the night referenced Ellen Degeneres’ super selfie, which featured Angelina Jolie, Brad Pitt, Jennifer Lawrence, Bradley Cooper, Jared Leto, Meryl Streep, Julia Roberts, among other superstars.
 
Realizing Degeneres’ dream, the selfie had been retweeted well over 2.6 million times as of Monday afternoon, making it the most retweeted selfie ever.
 
The stunt was a huge win for Samsung, which sponsored the Oscars and provided the phone used by Ellen. In fact, “Samsung Galaxy note” was one of the top tweeted phrases, last night. (Unfortunately for Samsung, Ellen was caught using her iPhone backstage.)
 
For it findings, Poptip analyzed conversation around the Oscars, yesterday, from 5:30 p.m. to 3:00 a.m.
 
Other brands that earned top honors on Twitter included Sprint, Pepsi, People Magazine, Dove Chocolate, American Express, Pantene and Lipton.
 
Top phrases mentioning Oscar advertisers included “Vanity Fair Oscars party,” “Vanity Fair red carpet,” “Samsung sponsored selfie now the most retweeted post ever,”  “Samsung Oscars selfie,” “Samsung Galaxy 5S comes with premium app subscriptions,” “Amex focuses on busy-mom,”  “Ellen Degeneres is using an iPhone,” “Chance to win free chocolate from Mars,” “Dove chocolate commercial,” and “Audrey Hepburn Dove chocolate.”