12 Years a Slave may have won Best Picture last night at the Oscars, but if there was a runner up, it would certainly be Samsung. The selfie with Ellen DeGeneres and a group of celebrities including Bradley Cooper, Jennifer Lawrence, Meryl Streep, Brad Pitt, Kevin Spacey, Angelina Jolie and more at the 86th Academy Awards broke a record for the most shared image on Twitter, and was also an award-winning performance in product placement for the Samsung Galaxy Note.
“We got an email from Twitter and we crashed and broke Twitter. We have made history.” – Ellen DeGeneres
The image was retweeted close to 3 million times and favorited close to 1.5 million times. Ellen’s group selfie at the Oscars now holds the record as the most shared image on Twitter, beating out President Obama’s “Four More Years” photo with him hugging First Lady Michelle Obama.
The selfie was taken with the Samsung Galaxy Note. Samsung has been one of the major Oscar advertisers for the past 5 years. Ellen’s selfie with the Samsung Galaxy Note was a case of successful product placement. Despite Ellen DeGeneres not specifically mentioning the brand in her most retweeted image, it was still a success for Samsung. The image went along perfectly with Samsung’s new ‘You Need to See This’ advertising campaign.
What seemed like an organic moment at first, Samsung carefully orchestrated this epic selfie. While the photo was taken with a Samsung, Ellen proceeded to tweet from an iPhone for the remainder of the Oscars.
According to Kontera, a marketing intelligence company, Samsung was mentioned 40,000 times across Twitter, Facebook and other social media outlets last night.