It was an evening of glitz, glamour, talent and recognition of some high-powered performances at the 86th Academy Awards. An evening when ‘12 Years a Slave’ created history by being adjudged Best Picture, a first for a movie directed by a black director, Steve McQueen; and ‘Gravity’ walked away with seven Oscars.
But amid all the hoopla, it was Samsung that stole the show by integrating its products throughout the awards, and various influencers were seen with Samsung devices delivering exclusive content on social media channels. Many companies have started unveiling their campaigns during these big events to capture the attention of a large audience.
Samsung also unveiled its new brand campaign, ‘One Samsung’, during the Academy Awards on Sunday night. The campaign shows people from different walks of life showcasing the features of Samsung’s smartphones, tablets, smart watches and TVs. The actors are seen showing the pictures, videos and features to their friends and family with the phrase “you need to see this”. The tag line at the end of the commercial says, “From big to small, the most incredible things happen on a Samsung”. According to reports, the ad campaign got five-minutes spread throughout the Oscar telecast. It will also appear on digital and social media channels.
The ad film highlights all the products and their features. It has been executed very well and the phrase “you need to see this” is very catchy. All the features of the various Samsung products have been embedded nicely in the ad. The brand has plugged in all its products in one commercial.
Watch the ad here…
The brand also did a clever marketing stunt with TV icon and Oscar Awards ceremony host Ellen DeGeneres, who tweeted an impromptu selfie via a Samsung phone that set the record for the most retweeted post ever and temporarily disrupted Twitter’s service for some users. Some of the interesting tweets include: “#samsung is winning #oscars, Have to give it to you #Samsung”. Now, that’s money well spent and the Ellen retweet photo stunt might be the deftest product placement ever. However, if rumours are to be believed, then she seems to be using an iPhone, and here comes the conflict between what celebrities preach and what do they practice. Whether this will work against the brand remains to be seen.
Nevertheless, Samsung who has been an Oscar advertiser for many years, has adopted a brilliant marketing strategy to promote its entire range of devices. It is one of the best product placements done by the brand, which has garnered immense response.