Monday, May 26th, 2014 | 6 min read
For the past 67 years, the Cannes Film Festival has gathered movie stars, directors, and the people who love them for a luxurious celebration of filmmaking. The festival has long been a place where films are bought, sold, and prepared for international success, with many American films eventually making their way to the Oscars.
This year we watched the 2014 festival, not from the French Riviera, but from the Sprinklr offices where we used our Listening Insights to track social conversations around Cannes sponsors, plus nominated films and directors.
As of Sunday morning, Cannes 2014 garnered a total of 3.4 million mentions between April 25 and May 25, 2014.
The top hashtags used to discuss the festival were #cannes2014 and #cannes, with #selfie coming in at third.
Twitter, Tumblr, and Instagram were the top three used platforms, with Facebook coming in sixth, behind WordPress and news mentions.
The conversation was slightly more dominated by males, with English and French being the two most used languages.
The Cannes Film Festival had five major sponsors this year: Chopard, L’Oreal Paris, HP, Renault, and Akamai, with an array of smaller sponsorships from other brands and French organizations. The true winners were beauty and luxury brands who took center stage right along with the celebrities.
The one sponsor who clearly dominated the conversation was Chopard, the Swiss luxury jeweler who has crafted the festival’s coveted Palme d’Or trophy since 1998. Their jewelry is also featured on almost every actress who walks the red carpet.
This year the brand went green with the first ever ‘Fairmined’ certified gold Palme d’Or trophy.
— Chopard Official (@Chopard) May 16, 2014
Between their eco-friendly initiatives and having the the most coveted product placement spot of the event (literally right on celebrities’ faces), the luxury brand managed to garner over 21.6k mentions and win the top spot for Cannes sponsors.
L’Oreal, like Chopard, had the benefit of being close to the red carpet action, but unlike other sponsors, the majority of their mentions came from Thailand who accounted for 46% of the conversations happening around L’Oreal. This was most likely due to their partnership with Thai actress, Araya ‘Chompoo’ A. Hargate, who was selected to be a presenter for L’Oreal makeup throughout the week.
The brand we were surprised to see not perform well was Renault, one of Europe’s biggest automakers, who brought in a low 288 mentions. The brand has been a sponsor of the festival for over 30 years and has had the honor of escorting every celebrity to the red carpet in one of their vehicles. Unfortunately, this was not enough to dominate the conversation or create much buzz. This could be due to their siloed social channels and a lack of presence in the U.S.
Until the awards were announced on Saturday evening, Ryan Gosling dominated, both, our director and film insight boards, but not for the best reasons. The American actor, whose directorial debut took place this year at Cannes, was the laughingstock amongst the festival’s harshest critics. The actor’s first mishap was when he arrived on the red carpet wearing a tuxedo sans tie, but the bigger blow came after the screening of his film, Lost River. According to Entertainment Weekly, “Boos reportedly drowned out the applause.”
— Vogue Magazine (@voguemagazine) May 22, 2014
Gosling ended his week with a total of 36.1k mentions for himself and 39.4k mentions for his film. It might be time to update the age-old saying— bad press is good social reach.
Which film won the social Palme d’Or?
On Saturday evening, Cannes’ very own boy wonder, Quentin Tarantino, handed the Palme d’Or to Nuri Bilge Ceylan for Winter Sleep and closed the festival with a showing of Sergio Leone’s spaghetti western, A Fistful of Dollars.
Here are the Official Selection films ranked by how they performed across social.