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Oscars' tweet

The brand behind the Oscars’ most tweeted selfie

If you’re still surfing Oscars updates, there were two pictures that defined the show this year. Jennifer Lawrence falling over in her stunning Dior gown, and this epic selfie by event host Ellen DeGeneres with stars such as Brad Pitt, Kevin Spacey, Lupita Nyong’o, Jennifer Lawrence, Angelina Jolie, Bradley Cooper and Jared Leto.

At the time of publishing, this photo has already been re-tweeted close to 2.4million times. Apparently she’s beaten President Barack Obama’s victory tweet when he got re-appointed as president.

Taken with a Samsung phone, you’d think the brand should be happy with the results. But things might have turned out differently. It appears Samsung, a major Oscar advertiser for the past five years (it spent US$24 million from 2009-2013, according to Kantar Media), has sponsored DeGeneres to take selfies through the show.

Unfortunately, it looks like while the tweet has indeed gone viral, Samsung might not be getting the last laugh.

The internet has been rife with reports of how DeGeneres, while tweeting on a Samsung, when backstage, switched back to her iPhone.

Oops.

The incident smacks of the time Coca-Cola sponsored footballer Ronaldinho, and the athlete was caught sipping Pepsi at a Coke conference.  Looks like brand loyalty trumps an expensive sponsorship anytime.

 
Elizabeth Low
Deputy Editor
Marketing Magazine Singapore

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