Samsung Electronics to sponsor Oscar, promotion fee up to 20 million dollars

According to the US Wall Street Journal, people familiar with the matter said that the American Academy of Oscars, Alan, who used a Samsung mobile phone as a star for a celebrity, was not spontaneous, but intended, a part of the Samsung Oscar promotion strategy, which cost nearly $20 million trillion.

It is estimated that Samsung invested about $20 million trillion in advertising during the Sunday evening Oscar presentation. However, the biggest benefit to Samsung is also the host DeGeneres (Ellen DeGeneres) during the Oscars during the active promotion.

Allen used a white Samsung mobile phone during the ceremony, and she handed a galaxy Note3 to film star Bradley Cooper (Bradley Cooper), who included himself, Brad Pitt (Brad Pitt), Meryl Streep (Meryl Streep ), Kevin Spithy (Kevin Spacey) and Jennifer Lawrence (Jennifer Lawrence), and other big-name movie stars take a photo.

Although this feels like spontaneous action, it is not entirely unplanned. According to people familiar with the matter, Samsung and its advertising agency Star Media (Starcom MediaVest) were able to implant the Galaxy smartphone at the awards ceremony as part of the Sponsorship and advertising agreement signed by the Oscars and ABC. ABC belongs to Disney Company.

Samsung offers smartphones to ABC, while ABC promises to implant them in live broadcasts. At least one of the shots was arranged beforehand: during the red carpet show, ABC deliberately played a video about the process of visiting Disney Studios by 6 aspiring young filmmakers, all of whom used Samsung devices in their videos.

The origin of the "self-portrait" bridge section is somewhat different. According to people familiar with the matter, Allen decided to take a self-portrait a few days before the ceremony began, while ABC suggested that she use the equipment of the sponsor Samsung. During the rehearsal phase, Samsung executives trained Allen on how to use the Galaxy phone.

"This is an excellent implant for the Samsung brand," he said. "Allen Adamson, general manager of Landor Associates, a WPP brand company, said," Alan's self-portraits are more influential than their ads. The viral effect is not available for money. ”

In fact, from the beginning of development, product placement advertising has become an integral part of the television industry. But in recent years, as digital video recorders have started to offer the ability to skip ads, forcing marketers to find other ways to promote their products, it has become increasingly popular to advertise as a marketing tool.

Because most people will watch the Oscar ceremony live live, so the advertising skip function does not have much effect. Even so, advertisers believe that the two-pronged approach of implanted advertising and traditional advertising can help viewers remember their products.

At the same time, television networks often reserve such placement ads for big clients. Samsung, one of the biggest sponsors of this year's Oscar presentation, has purchased a 5-minute advertising session.

While Samsung declined to disclose the financial implications of its deal with ABC, Kantar Media, an advertising tracker, estimated that this year's Oscar advertising was worth about $1.8 million per 30 seconds. According to this calculation, Samsung this year, the Oscar investment in the advertising funds reached 18 million U.S. dollars. According to Kantar Media statistics, the company has been spending 24 million of dollars in Oscar advertising since 2009.

People familiar with the matter said the implanted ads were also included in the total cost of Samsung's advertising.

Allen will further enhance the publicity of the implant ad after he posted it on Twitter. By the afternoon of Monday, the Twitter message had been forwarded nearly 3 million times. Although Samsung was not mentioned in the message, the photos were taken with a Samsung mobile phone, and the Samsung logo was clearly visible on the television screen on the live broadcast.

Samsung said it was pleased with the spread of the photos and would donate $3 million to the two charities that Allen chose: St Jude ' s and humane powering, respectively.

According to Kontera, a social media content tracker, Samsung's social media mentions have reached 900 times per minute.

But Samsung's stunt is not plain sailing: many soon found out that Allen was still using the Apple iphone that night to post Twitter messages.

Samsung declined to comment on Allen's use of the iphone.

Samsung is not the only company to post an Oscar-implanted ad. Allen also ordered pizza from Big Mama ' s and Papa's Pizzeria for some Los Angeles audiences, and the boxes were printed with Coca-Cola's trademark. But Coca-Cola did not release traditional ads, and its rival Pepsi-Cola bought traditional ads at the Oscars.

"Tomorrow send a thank-you note to big Mama's and Papa's Pizzeria. "said Wendy Clark, senior vice president of integrated marketing and communications at Coca-Cola, Windy Clark.