The most forward-taking photo from Twitter history: a well-planned "accidental" marketing

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Tiger Sniff: At this year's Oscar ceremony, the famous host used Samsung's flagship Galaxy Note3 to shoot and upload a photo to Twitter to get 300余万次 's crazy forwarding, the highest record of Twitter ever, Twitter had to temporarily shut down. While Samsung denies that it was a well-planned marketing case, it may not be that simple – the fifth consecutive year that Samsung has been a sponsor of the Oscars. From 2009 to 2013, Samsung offered a total sponsorship fee of 24 million dollars.

Samsung became the biggest winner of the Oscars at just the end of the ceremony-all due to an Ellen at the Oscars. Alan's collection of Jennifer, Angelina Jolie, Brad Pitt, Meryl Streep, Julia Roberts, and other big Hollywood stars from the photo, shortly after the release, instantly became a Twitter rumors the first hot map. The post has been forwarded 3.1 million times on the deadline, making it the most widely forwarded tweet on Twitter, and the number is still rising.

Was Alan's self-portrait an accident, or was it a carefully planned marketing? It is not the first time anyone believes that this kind of implantable marketing has been seen in Samsung. At the opening ceremony of the 2012 London Olympics, Mr. Bean's performance also had a camera shot, and the self-portrait mobile phone brand was Samsung. From this, Samsung mobile phones have been well versed in the marketing of implanted, it is very natural to implant products into the "big event" process.

At this time you can not help but ask, you say that others are marketing, you have any evidence. This picture is very natural, no matter the light, the movement, the feeling, completely does not have the advertisement the trace. But a recent report from the Wealth Chinese network, the Black Horse, found that the seemingly happy photo shoot was an unexpected product of ABC, Twitter and Samsung's marketing drama, in line with the Korean smartphone maker Samsung, the social media giant Twitter, The United States Television Network, ABC, which has 43 million users worldwide, and the common interest of a Hollywood star with a high price and easy to show off on television.

According to reports, Samsung with Twitter, ABC in the Oscars broadcast live in the following advertising transactions:

Samsung paid about 18 million dollars to ABC, bought 5-minute prime-time ads and Samsung was allowed to put ads in live broadcasts, but the costs were unknown, the Wall Street Journal Wall said. Is this a photo shoot from the implant?

Advertising analysis agency Ad Age said Samsung also sponsored 10 Twitter self-portraits. None of them are big stars. Photos from the Oscars are from the American Academy of Motion Picture Arts and Sciences (Academy of Motion, picture Arts & Sciences, Academy Awards). And Alan's 3.1 million-forward photo is certainly directly related to the strong recommendation behind Twitter, and it's a good idea to recommend the hot topic on the right side of Sina Weibo's PC.

Twitter uses its amplify program to promote this type of information, and under the scheme, paid users get special opportunities. The so-called Amplify program, which allows Twitter to sell ads with other television networks and media companies. Speaking of popular, Amplify is a dual-screen interactive new form of advertising, it will be watching the Oscars live viewers recommend television programs and related content. The Dark Horse boldly speculated that those who were watching the live broadcast were likely to receive a referral from the post that Allen had taken, and the popularity of the blog was further pushed higher.

WPP brand expert Adamson This marketing: "This is a big publicity for the Samsung brand, Allen's own photo will be more influential than Samsung's ads." Viral transmission is not paid for.

To avoid suspicion that there was something else behind the photo, Samsung pulled out 3 million dollars and issued the following statement:

"Although we are Oscar sponsors and have a partnership with ABC, we are delighted to see that Allen naturally uses the Samsung equipment for the moment that people are talking about," he said. It brought a huge surprise to everyone, and no one thought Allen would capture that moment. To celebrate this epic moment, and to celebrate nearly 3 million of Twitter's stunning forwarding times, we want to donate money to Allen's chosen charity,--st Jude ' s, and the Humane Society of America. Samsung will donate 1.5 million dollars to the two charities, respectively. ”

In Black Horse view, Samsung's 3 million dollars, there is Bans suspicion.

In the eyes of Black horse, for the extravagantly brand enterprises in the major events, it may be useful to learn about the experience of Samsung's implantable marketing, especially in live shows, the full use of live TV sponsorship and social media, in addition to hard advertising, planning some clever implants, will also play an unexpected effect. It is revealed that Sina Weibo has also been developing a two-way interactive product and advertising with the TV station, hoping to see the Chinese brand of such a social marketing case as soon as possible.

The article for the author independent opinion, does not represent the tiger smelling net stand