Dive Brief:

• Two brands had Oscar dreams come true when the big event, on two seemingly unexpected occasions, brought them into the spotlight. 
• Host Ellen DeGeneres made a joke about ordering pizza for the audience, which was followed by a real delivery from Big Mama's & Papa's Pizzeria. Many tweets went out mentioning Big Mama's & Papa's, including one from Corinne Foxx with over 26,000 retweets. 
• Miller Lite also received an unexpected shout out from Best Actor winner Matthew McConaughey said his dad was a drinker of the brand. Miller Lite then sent out a tweet that has gathered nearly 2,000 retweets. 

Dive Insight: 

What both of these brands were able to do was capitalize on unexpected moments from the evening. We have seen this type of real-time marketing executed well, as with the famous Oreo Super Bowl blackout tweet, as well as brands who miss out on opportunities, like when Poland Spring Water's missed Marco Rubio's big swig during the State of the Union address. Another winner last night? Samsung, as the tech giant's phones were widely featured and promoted -- albeit by celebrities who were tweeting about them via iPhones.