The Academy of Motion Picture Arts and Sciences encouraged celebrities to tweet during the 85th Academy Awards.
The film organization expanded its digital outreach for the 85th Academy Awards with a new feature that lets stars to snap photos of themselves backstage during Sunday’s ceremony and instantly post them online.
What Twitter calls a “Magic Mirror” will take photo-booth-style pictures of participating stars in the green room and send them out on the academy’s official Twitter account.
The academy wants to make its second-screen experience just as rich as its primary one.
“Social media is now mainstream,” said Christina Kounelias, chief marketing officer for the academy.
“We’re not doing social media to reach out to young kids,” said the academy’s digital media director, Josh Spector. “We’re doing it to connect with all Oscar fans.”