Behind the Pre-planned Oscar Selfie That Went Viral: Samsung’s Integrated Media Strategy Paid Off Big Time

If you were watching the Oscars last Sunday, you were probably loving the A-lister selfie moment just as much as I was. As a matter of fact, as soon as Ellen DeGeneres mentioned she was going to Tweet the photo to set a record for Twitter retweets, I was all over it. I retweeted the photo from both of my twitter accounts and managed not to get stuck in the Twitter meltdown. I also posted it on Facebook. The photo was a hit (especially for my Facebook friends that aren’t on Twitter)!

At the time I was watching the Oscars, I was totally sucked in to believing in the spontaneous comedy of Ellen’s hosting duties. It was such a fun moment that it never even occurred to me that it was pre-planned. Now, that’s almost embarrassing for someone in my profession.

FireShot Screen Capture #510 - 'Twitter _ TheEllenShow_ If only Bradley's arm was longer_ ___' - twitter_com_TheEllenShow_status_440322224407314432_photo_1
When I did put two and two together I thought it was brilliant. After all, Samsung spent over $20 million sponsoring the Oscars and why shouldn’t they have an integrated ad campaign. How it was executed made it feel as though Hollywood was a little less stuffy. I loved that it integrated social media with the Untouchables.  By the way, at “press time” today, the selfie was retweeted over 3.3 million times!

I think that there is a lot to be learned by how Samsung’s Galaxy phone was integrated into the content of the Oscars. It is a fantastic example of the new wave of integrated marketing and PR as an excellent case study in thinking outside the box.  Ellen’s team of writer’s deserve a big kudos for their creativity.

For an in-depth behind-the-scenes look at how this blended media strategy took place, read more on Yahoo! Finance.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Copyright (c) 2014. CMP Media Cafe. All Rights Reserved.

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