Samsung spent around $20 million on their campaign during the Oscars and got more than what they bargained for.
Their 5-minute commercial time gave them a 6.2 percent rise in views; their true reach prior to the Oscars was 28.8 million. After the show, that rose to 30.6 million. As if this was not good enough, the host Ellen Degeneres posted a ‘selfie’ incorporating as many celebrities as possible into it. The post on twitter broke the retweets record and although it didn’t mention Samsung within the tweet, the phone and logo were shown during the taking of the photo. As a result, conversation around Samsung instantly multiplied 27 times over, with Samsung mentions topping 900 per minute during the staging of the shot; a very good social media strategy in order to get the word out. It resulted in many people tuning into the show and watching simply because they had seen this retweet and wondered what was going on. Were you one of the people to ‘re-tweet’ it? Did it make you or your followers turn on the Oscars? This is the power of social media working to help influence what people do.
Samsung was not the only winner of the night; the show itself had a huge increase in viewers. In 2013 and 2014 views can be shows to be over the 10 millions mark whereas in 2012 viewers sat at only 5 million. Last year it came in third on mentions for shows, behind The Grammys and The Super Bowl. Now in 2014 it continues to be a popular program and the use of social media helps it to achieve this. Others included Pepsi and Google, which also experienced a rise thanks to their commercials during the award ceremony. Netflix did the same and they didn’t even have to create and buy a commercial, people were tweeting and commenting on where they could see these movies, which gave Netflix a huge boost in mentions. This shows the power of Netflix and the fact that people think about their company first when it comes to online movies is so important to any brand and it is what they strive to achieve.
Overall it was a great night for many companies involved in the Oscars, Samsung being the main one. It shows just how much social media has grown. Now those photos are taken during the live program and uploaded so that the audience can ‘re-tweet’ and join in with the action. It makes the audience feel a part of the show even though they aren’t there. The question now is, how do they top this? How would you like to be connected to next year’s Oscars whilst watching it on TV?