Ellen DeGeneres was probably overplaying Bradley Cooper’s photography skills when she called that image the “best photo ever.” But the #Oscar post that broke the record for the largest number of retweets on Twitter might also have broken another record: for the world’s most valuable image.
With over 3 million retweets, the picture, with its galaxy of megastars, was a giant advertisement for Samsung. The company’s name didn’t appear in the tweet but according to online advertising firm Kontera, the picture led to the brand receiving about 900 online mentions a minute. Samsung is believed to have paid around $ 20 million for five minutes’ of advertising time during the Oscar ceremony and ten sponsored celebrity selfies shot backstage. Certainly, the white Samsung Note that DeGeneres was seen holding throughout the ceremony picked up plenty of air time. (And the iPhone on which she posted her own tweets backstage somewhat less.)
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