Microsoft’s PR firm predicted Oscar winner
By Shalini Singh

Public Relations firm Waggener Edstrom Worldwide has 800 employees in 16 countries.  In the past, Waggener Edstrom was named European Technology Agency of the Year.  Its clients include tech giants like Microsoft and Toshiba.  Like most communication agencies, it has mastered new media like blogs, Facebook and Twitter.

On March 3, Waggener Edstrom (WE) puts its reputation on the line by sending the following press release to newspapers, TV stations and blogs.  Their prediction for the Oscar for Best Picture did not get much publicity as Avatar was meant to trounce all the rival movies.

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March 3, 2010 — Waggener Edstrom Worldwide (WE,) a global integrated communications agency, has predicted that “The Hurt Locker” will win over “Avatar” for best picture at The Academy Awards, according to Twitter community conversations analyzed by the WE twendz pro service.

Film critic Roger Ebert (@ebertchicago) was identified as a top influencer and contributor to the Academy Awards conversations on Twitter.

- Many of the supporting tweets for “Avatar” as best picture referenced its budget and sales.
- The average number of followers for an “Avatar” Twitter voter was over 110.
- Those supporting “Hurt Locker” focused on its plot, characters and director Kathy Bigelow’s directing capabilities.
- The average number of followers for a “Hurt Locker” Twitter voter was over 220.

The prediction by the WE twendz pro service is based on tweets noting a definitive vote for “Hurt Locker” or “Avatar,” while accounting for overall level of influence. “Hurt Locker” was the winner with over 460 votes, and “Avatar” received over 200 votes.
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And their predictions came true at the Academy Awards held on March 7, 2010.