People are more accustomed to brands being present in all areas of culture, even the areas that would be traditionally be seen as entertainment. Partnerships with celebrities work best when a celebrity uses a product in the way they would in their day-to-day, it feels more authentic and still manages to command the audience’s attention.

During the Oscars, Ellen was provided with a Samsung Galaxy Note 3 and told to integrate the device into the show in a way that was natural to how she already uses a smartphone. The unplanned selfie was a relatable use case for the device and brought it to the forefront of an existing cultural phenomenon.

We showed that incredible things happen on Samsung screens, by surrounding the event with media opportunities demonstrating the brilliance of Samsung screens.

Incredible things happened…

On TV:

5-minutes of airtime showcased Samsung’s product line.

On the red carpet:

“The Oscars Backstage” sponsorship provided exclusive access to the green room, which featured a wall made out of 86 Samsung products.

A Samsung Selfie station let celebs take and post pictures via a Samsung tablet.

@TheAcademy posted ten promoted celebrity selfies taken from the green room.

In digital

Display and video ads on Oscars.com and in a companion mobile app.

During the show:

The first-ever Oscars product integration within the ceremony. Ellen put the Note 3 front and center by integrating the device into the show as part of the negotiation.

Ellen took a selfie with some of Hollywood’s biggest celebrities and the world contributed to its success on the second screen.

Our partnership with the Oscars put Samsung devices at the center of the cultural conversation.

- Highest-rated Oscars broadcast in 14 years with 43.7 million viewers.

- In the first minute, 219,006 people retweeted the selfie.

- Ellen Degeneres's 'Samsung Selfie' broke the record for the most retweeted selfie of all time knocking Barack Obama's - 'Four More Years' out of the top spot.

- 3.3MM total retweets of Ellen’s selfie.

- 88MM social media impressions; 69K Samsung brand mentions.

- 58% of brand mentions during Oscars went to Samsung.

- Ellen’s post-Oscars special was the highest rated Ellen Degeneres Show episode ever.