Academy Awards use social tools to fuel viewer buzz

02/25/2013 | (Philadelphia)

Oscar organizers introduced a social media element to Sunday's ceremony, allowing celebrities to tweet photo-booth-style pictures of themselves in a green room off-limits to the press. The booth, called the "Magic Mirror," was part of an effort to increase the social media presence of the awards show. Organizers also added an instant replay feature to the Oscars website allowing fans to post their favorite moments of the show to social media.

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