It is a well-acknowledge fact that Ellen DeGeneres’ Record-breaking Oscar Selfie at the 2014 Oscars is not a spontaneous snap, but an advertisement for Samsung. DeGeneres’ record-breaking Oscar selfie was product placement for Samsung in this year’s ceremony. DeGeneres broke the record for Twitter retweets Sunday when she tweeted a selfie with a gaggle of fellow A-list stars at the ceremony. Meryl Streep, Jennifer Lawrence, Julia Roberts, Brad Pitt, Angelina Jolie and Kevin Spacey were in the shot. Bradley Cooper took the photo. DeGeneres played with a Samsung Galaxy Note 3 during the ceremony, and handed Cooper the phone to take the picture. However, DeGeneres used a Samsung’s smartphone on the stage, but apparently switched back to an iPhone backstage.

This blog post aims to critically examine the Samsung’s ad strategy at the 2014 Oscars. I will offer a critical look at the television commercials, product placement, and social media marketing to argue that Samsung’s ad strategy at the 2014 Oscars is successful as a marketing model in digital age for international brands. It will begin by looking at the Samsung’s ad strategy at the 2014 Oscars, especially DeGeneres’ record-breaking Oscar selfie, as the case study for this essay. Secondly it will offer an analysis of television commercial and product placement in digital age that “ad-skipping via digital video recorders has prompted marketers to look for ways to break free of the confines of the commercial break” (Vranica, 2014). Thirdly, it will move to an analysis of the Oscar selfie went viral in the social media platforms. The fact that DeGeneres switched back to an iPhone backstage generated more online discussions. Finally, it will critically examine the Samsung’s ad strategy at the 2014 Oscars and argue that it is successful.

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