This year’s Oscars broadcast was a key one for Samsung, which unveiled a new ad campaign showcasing the Galaxy S5, updated Gear Smart Watches and the Gear Fit. The devices are expected to launch globally in April 2104.
Samsung decided to make a good publicity call and market their new devices to the public during one of the most watched shows on television; The Oscars.
Known as a time when America tunes in to see their favourite actors and actresses get recognised for their hard work, the Oscars were a perfect opportunity for Samsung to get the word out and they did.
Oscars host Ellen Degeneres sent messages on twitter around the world and a few other updates using Twitter for Android, the operating system used on Samsung devices. For Samsung, the tweet was a PR bonanza.
“Samsung’s unique product placement, woven into the moment, front and center, without seeming ham-handed, generated the type of positive buzz that is rarely seen and is actually hard to buy. Kudos to Ellen for pulling it off.” stated and ecstatic Ammiel Kamon, Executive Vice President Of Products And Marketing For Kontera, post the ceremony.
Kontera has assembled an instant analysis of the social media response to Samsung‘s advertising and PR efforts during the Oscars. Among the highlights: Samsung garnered more than forty thousand social mentions throughout the event. But the highlight was the 1.2 million re-tweets on a phone from one of the broadcast’s official sponsors.
With that tweet, consumer consumption of the Samsung name instantly multiplied twenty seven times over, with Samsung mentions topping nine hundred per minute during the stunt, said the analysis.
While the actual tweet did not contain a Samsung mention, the phone and logo were front and centre during the taking of the photo and it will forever be known as the Samsung photo.
Meanwhile, it was also a huge night for Twitter, which says there were 14.7 million tweets shared worldwide during the broadcast.