Ellen Degeneres Goes Native for Samsung

Ellen DeGeneres Oscars Selfie
(Image credit: US Weekly.)

According to the Wall Street Journal, that seeming impromptu photo opp — Ellen’s selfie with friends at the Oscars — was more likely part of Samsung’s $20 million sponsorship package around the awards show. The photo was retweeted three million times in 24 hours.

While the stunt felt spontaneous, it wasn’t entirely unplanned. As part of its sponsorship and ad pact for the Oscars with ABC, the TV network airing the show, Samsung and its media buying firm Starcom MediaVest negotiated to have its Galaxy smartphone integrated into the show, according to two people familiar with the matter. ABC is a unit of Walt Disney Co.

Samsung gave ABC smartphones to use during the broadcast and was promised its devices would get airtime, these people said. At least one of the product plugs was planned: during the “red carpet” preshow, ABC ran a clip of six aspiring young filmmakers touring Disney Studios. The group were seen in the video using Samsung devices.

According to Kontera, which tracked social chatter around the event, only eight percent of comments related to the product placement were negative, including some tweets pointing out that Ellen was also tweeting from her iPhone.

I’m with the 92 percent. Ellen integrated a sponsor in a way that made the show more entertaining. No complaints here.

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