How do you break Twitter? Just ask @TheEllenShow!

This past Sunday night, Ellen DeGeneres hosted the 2014 Academy Awards. Besides drawing in 43 million viewers, the most in ten years, Ellen was able to make history and break Twitter in the process. All she needed were a few famous friends and a clear call to action… make history by getting the most re-tweets ever.

Having heard that, the Twittersphere sprang to life and quickly overtook what had been the current Twitter leader, Barack Obama’s re-election Tweet from 2012, by a landslide.  President Obama’s tweet held the record with over 780,000 re-tweets but Ellen’s selfie now has over 3 million re-tweets. When that many people get on a website at the same time, the result probably won’t be too good. Twitter struggled with the demand it was under, not allowing posting or even viewing of Tweets for several minutes.

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While this A-list selfie was definitely the most shared and popular moment of the Oscars, it was not the only Twitter-worthy moment. Twitter says there were more than 14.7 million Tweets around the world talking about the Oscars during the live show.

Just like the Super Bowl, this shows how many people are using a second screen while watching TV.  Another level of entertainment is achieved by following friends and celebrities on Twitter while watching events like the Oscars on TV (and you might even help make history by re-tweeting a selfie). Just another reason brands should keep the second screen in mind when creating their advertising.

Did you use a second screen while watching the Oscars? If so, why? Was it for entertainment value, multi-tasking, or just something you don’t even notice you’re doing anymore?

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One thought on “How do you break Twitter? Just ask @TheEllenShow!

  1. I have become so reliant on a second screen while watching TV — whether it’s awards shows, a sporting event or just my regular weekly program — that I feel lost if I’m in a situation when I can’t use my phone or iPad. I watched the Super Bowl at a friend’s house, and I didn’t want to be rude by being on my phone the whole time, so I tried to keep it away. But by the second commercial break, I couldn’t take it anymore, and had to get on Twitter to see what other people were saying about the commercials. It’s sad that the conversation with the people I was with wasn’t enough; I needed to know what the rest of the world was saying. I think brands that recognize this second-screen reliance by including hashtags or calls to action on social media in their tweets will find more advertising success.

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