What was the brand and advertising value for Samsung of the infamous “selfie” taken by Ellen DeGeneres at the Oscars? Do we really know?
It was the tweet heard around the world, but was it worth $1 billion?
That was the value Publicis Groupe CEO Maurice Levy put on the star-studded Oscar smartphone “selfie” during an interview in Cannes earlier this week. He also immodestly took credit for it, which is a stretch because while Publicisbuying arm Starcom Mediavest did broker Samsung‘s sponsorship of the Oscars, the tweet itself was spontaneous, according to two sources with knowledge of Samsung’s marketing.
Now, without that $20 million Oscars sponsorship, Ellen DeGeneres would likely have taken the shot with her preferred iPhone, so Mr. Levy can indeed take some credit for setting the stage (the Wall Street Journal reported the agency negotiated with ABC to integrate Galaxy phones into the show).