Samsung spent an estimated $20 million on TV ads to run during the 2014 Academy Awards, but Ellen DeGeneres gave them the best product placement ever.
That's right, Ellen DeGeneres' Oscar selfie was not spontaneous.
Viewers may have noticed Ellen toying with a white Samsung phone during the broadcast, even before she handed a Galaxy Note 3 to Bradley Cooper.
The actor famously took a "selfie" photo of himself and other stars including Brad Pitt, Meryl Streep, Kevin Spacey and Jennifer Lawrence with the host.
While the stunt felt spontaneous, and became the most re-Tweeted photo of all time by a huge margin, it wasn't entirely unplanned on Ellen's part.
Samsung and media buying firm Starcom MediaVest negotiated to have its Galaxy smartphone integrated into the telecast, according to insiders.
Samsung gave ABC smartphones to use during the 2014 Academy Awards and was promised its devices would get airtime, people familiar with the Oscars say.
At least one of the product plugs was planned. On the "red carpet" preshow, ABC ran a clip of six aspiring young filmmakers touring Disney Studios.
The group were seen in the video using Samsung devices in that case. The origin of the Ellen Oscar "selfie" shot, meanwhile, was a little different.
DeGeneres, in the days leading up to the broadcast, decided she wanted to take "selfies" during the show and ABC suggested she use a Samsung.
Since it was a sponsor, the idea came somewhat organically. During rehearsals, Samsung executives trained Ellen on how to use the Galaxy 3 Note.
The rest, as they say, is marketing history.
"It was a great plug for the Samsung brand," said Allen Adamson, managing director at Landor Associates, a branding firm owned by WPP PLC.
"Ellen's Oscar selfie is going to be more impactful than their commercials. You can't buy that magic of going viral," he added, stating the obvious.
It's still a cute photo, but SIGH.
1. Jennifer Lawrence Laughs
Jennifer Lawrence laughs at her own expense at the Oscars. It's why we love her.
2. Jennifer Lawrence Falls at Academy Awards
This is why she had to laugh at her own expense.
3. Why Are You Laughing?!
We have absolutely no idea, Jennifer. Absolutely no idea.
4. Best Selfie Ever
Bradley Cooper prepares to take the best selfie ever with Ellen's phone at the Oscars.
5. Ellen DeGeneres Oscar Selfie
This was the result!
6. Amy Adams and Pharrell Dancing
Amy Adams and Pharrell dancing at the 2014 Academy Awards. Makes us "Happy"!
7. Pharrell and Lupita dance
Lupita and Pharrell dancing at the 2014 Academy Awards ... pretty great moment.
8. Meryl Streep and Pharrell
Meryl Streep and Pharrell dancing at the 2014 Academy Awards in a moment you probably couldn't have ever predicted.
9. Lupita and Liza Hug
Winner Lupita Nyong'o gets a hug from Liza Minnelli at the 2014 Academy Awards.
10. Lupita Nyong'o Wins!
Lupita Nyong'o celebrates her Oscar victory. And it was well earned!
11. Poor Leo
#PoorLeo actually trended on Google after DiCaprio lost to Matthew McConaughey. We imagine he'll be okay.
12. Bette Midler Performs
Bette Midler performs at the 2014 Academy Awards, bringing back memories.
13. I Will Order Pizza
Ellen promises to order pizza to tide people over at the Oscars, and she delivered ... well, some guy did. But you get the idea!
14. Pizza Money
Harvey Weinstein pitched in a full $200 to Ellen's food fund at the Oscars.
15. Brad Pitt Gets Pizza
Brad Pitt grabs some pizza after Ellen had one some to the Academy Awards. Show does drag on like no other.
16. Ellen Creeps on Sandra and Leo
Ellen DeGeneres hilariously sneaks up behind Sandra Bullock and Leonardo DiCaprio at the Oscars.
17. Princess Ellen
Ellen came out dressed like this at one point. Enough said, really.
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