While most viewers agreed the Academy Awards this year were a bit of a snoozefest, Dove's user-generated ad contest was a hit--at least in the social media category.
Collective
Intellect, which tracks blog conversations, followed what bloggers were saying about 11 Oscar advertisers, before, during and after the show. "Dove received the biggest overall lift from the pre-show
buzz, at nearly 500%," it says.
--Sarah Mahoney