How much is Samsung willing to commit to overcome Apple in smartphone sales? According to the Wall Street Journal, a lot.
The Korean electronics manufacturer spent an estimated $20 million on ads during the Academy Awards ceremonies Sunday. But the company’s biggest promotional coup came from Oscars host Ellen DeGeneres during the show itself.
It was with a Galaxy Note 3 that DeGeneres took the “selfie” seen round the world. The smartphone-generated photo of DeGeneres with Hollywood A-list talent is the most shared item on Twitter ever. It was retweeted nearly 3 million times since Sunday night.
Samsung ensured its product placement during the Oscars, according to the Journal, going so far as plugging its product during the red carpet entrance. ABC, the network broadcasting the Oscars, ran a clip of six aspiring filmmakers, equipped with Samsung devices, touring Disney Studios.
The lengths that Samsung went for marketing visibility – high-profile product placement supplementing its ad buy – is indicative of the steps companies are willing to take to promote its product.