CLIENT
Samsung Telecommunications America
Todd Pendelton, CMO
Joanne Lovato, Sr. Director Integrated Brand Marketing
Amber Raspberry Mayo, Director of Media & Partnerships
AGENCY
Lerna Terpanjian, Associate Media Director
Madison Bohunicky, Media Supervisor
Maria Bufalino, Media Supervisor
Emily Dunsmore, Human Experience Director VP
Joe Moramarco, Associate Media Director
Ray Mark, Associate Media Director
2 Degrees
Kurt Van Dyke, Live Integration Specialist
SUMMARY
Looking to ramp up appeal among Women and Millennials, we delivered the Oscars' first ever product integration, featuring Ellen using a Samsung Galaxy Note 3 for an epic celebrity selfie. It was a record setting moment, with 3.4 million re-tweets overwhelming and crashing the Twitter platform. Pop-cultural impact and social engagement was phenomenal with over 4.8 billion impressions, generating a huge earned media value for our client, a lift in likelihood to recommend Samsung and a gain in market share among women relative to Samsungs primary mobile competitor.
