Ellen using the Galaxy Note 3 was part of Samsung’s negotiation. To ensure it was used properly, Ellen’s phone was custom fool-proofed so that any app she clicked on would take her to the camera.

We put Samsung at the center of the cultural conversation:

The Galaxy Note 3 was front and center during ceremony, including the record-breaking “selfie” Ellen snapped in front of 656MM global viewers.

Ellen’s selfie generated 2.3MM+ tweets, crashing Twitter within just 34 minutes

65+ celebrities re-tweeted the selfie

34MM Facebook impressions

2.1 billion meme impressions

428MM combined online, print & broadcast impressions within the first 10 days

18% lift in “likelihood to recommend Samsung” from the week prior to post Oscars.

16%+ rise in brand sentiment on Twitter during Oscars week climbing to 42% weeks later (3/23).

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.

In 2014, Samsung partnered with the Oscars to introduce the world to One Samsung: a connected suite of premium products united by incredible innovation and unmatched design.

Challenge

Demonstrate Samsung as an innovation leader in screens from the 1.56-inch screen on a Gear to the 110-inch Curved UHD TV screen and everything in between.

Objectives

Put Samsung front and center of the cultural conversation during the biggest celebration of on-screen action.

Insight

When something incredible happens in our lives we use our screens to share it with others.

Strategy

Show that from big to small, Samsung has the most premium screens on the market.

Idea

Incredible things happen on Samsung screens.