SAMSUNG

Branded content | Social content strategy

In 2014, for the fifth year running, Samsung sponsored the Academy Awards. We ran commercials for the new Galaxy S5, sponsored the Green Room, and, in partnership with our reps at Twitter, got Ellen to ditch her iPhone for the night.

At approximately 10 pm EST, Ellen took a moment away from her hosting duties to take a selfie using the Samsung Galaxy Note 3 with Merryl Streep, Brad Pitt, Julia Roberts, Angelina Jolie, Lupita Nyong’o, Bradley Cooper, Jared Leto, Jennifer Lawrence, and Keyser Söze.

The Oscars Selfie was retweeted 2.7M times (the most ever at the time), “broke Twitter” for a few minutes, and earned our team the Cannes Gold Lion in Branded Content & Entertainment for Brand or Product Integration into an Existing Programme / Platform.