Last night Samsung spent some serious coin on their advertising during the Oscars as we noted in a story earlier today. Although host Ellen DeGeneres appeared with the Samsung Galaxy Note 3 during the show, the backstage selfies and posts were supposedly not "officially" part of the package Samsung bought with the estimated $20 Million they spent for advertising. According to a report out today, Ellen's images and tweets with the Note 3 were "organic."
Being unplanned does not mean Samsung did not take steps to plant the seeds for Ellen to use the Note 3 as she did. Apparently Ellen decided earlier in the week that she wanted to to do some tweeting and post some images, including selfies, during her time backstage. Knowing Samsung was helping sponsor the whole thing, ABC officials suggested she do so using a Samsung device. A Note 3 was made available for her, along with some training on how to use it.
In an indirect way, Samsung's advertising efforts may have paid off in this case even if Ellen did revert to using her personal iPhone for some online activities. In the case of the selfie of Ellen with several other stars like Brad Pitt, Meryl Streep, Kevin Spacey, Jennifer Lawrence, and Bradley Cooper, it became the most retweeted post on Twitter. Some have noted this kind of exposure will have a bigger impact for Samsung that all of the mainstream advertising they purchased during the telecast.
source: Wall Street Journal
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