The now world-famous selfies taken by Oscars' host Ellen Degeneres
during Sunday night's telecast, were not as spontaneous as appeared.
According to a story in the WSJ published on Monday, Samsung and its
media buying representative negotiated with ABC to "integrate" the Samsung Galaxy Note 3 into the telecast. The Korean manufacturer spent $20 million for commercial time during the awards show, which included the debut ad for the Samsung Galaxy S5. That price included the cost of the product placements, according to a source.The report adds that Samsung turned over a number of Galaxy handsets to
ABC and was promised that the units would get airtime. During the
pre-show activities on the red carpet, ABC played a clip of six young
aspiring filmmakers as they toured Disney Studios using Samsung devices.As for the now world-famous selfies, it all stemmed from an idea that
Ellen had days before the Academy Awards to take such pictures. She was
trained in the use of the Samsung Galaxy Note 3. The host is not an
Android user as off-stage after the show ended, she was seen snapping
photographs with her Apple iPhone.The day after the show, everyone is still buzzing about the selfies,
giving Samsung a major whirlwind of publicity, much more than they paid
for.
"It
was a great plug for the Samsung brand. Ellen's selfie is going to be
more impactful than their commercials. You can't buy that magic of going
viral."-Allen Adamson, managing director, Landor Associates
source: WSJ
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