Media > Use of Media
72ANDSUNNY, Los Angeles / SAMSUNG / 2014
Awards:
Overview
Credits
ConfidentialInformation
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.
Effectiveness
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).
Execution
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.
Strategy
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.
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