Thousands of responses were collected from multiple platforms including social networking website Facebook, mobile phones, and the web. Men and women were asked to rank how well they liked the entertainment value of each ad, and whether they were more or less likely to purchase the product after seeing the commercial. A four times increase in Facebook traffic over the Super Bowl was observed, indicating a growing preference for people to communicate with social networking websites.

J.C. Penney introduced the American Living brand and is applauded for their overall ability to provide both entertainment and marketing value. The ads offered glimpses into American life, and a new brand which caters to "family and home" only available at J.C. Penney. A high percentage of both men and women enjoyed the ads, and indicated their preference for the brand increased.

MasterCard with the "Studious Pupil" commercial was one of the most entertaining commercials in the Oscars. The ad featured a 20-something guy, in a shrunken shirt and red tie, with a new eye for "searching for the priceless things in life." The commercial got favorable responses from poll respondents, and ranked very high in entertainment value, particularly with Facebook users.

Coca-Cola successfully aired several Diet Coke commercials throughout the Oscars. The spots featured a red bouncing heart, and urged viewers to visit the web for a chance to win a dress worn by model Heidi Klum on Oscar night. The interactive ads generated buzz both offline and online. Polls showed the Diet Coke ads ranked high in both entertainment and marketing value with female viewers.

L'Oreal was also a winner on Oscar night with several products. Top hits include the Beyonce L'Oreal "Infallible Never Fail Lipcolour" lipstick, Eva Longoria "Preference" hair color, and the "Skin Genesis" brands. Female poll respondents indicated the ads were entertaining and increased preference for the brand.

MIMIEO previously measured effectiveness during the Super Bowl XLII commercials broadcast February 3rd on FOX, and movie trailers for Oscar nominated movies in the weeks leading up to the Academy Awards. The survey methodologies were created in collaboration with MIMIEO, graduate students, and faculty from Northwestern University.

In the coming months, MIMIEO intends on expanding into new applications and widgets within Facebook, as well as increasing polling capabilities across multiple channels.

Live access to the polls, and additional details, can be found by visiting http://www.mimieo.com/ .