Samsung gets another Oscars-related mention today. A representative of the Korean giant explained that Ellen DeGeneres' infamous star-ridden selfie was not staged, but it happened "organically" and was "a great surprise for everyone" that "nobody expected".
Ellen's epic selfie racked up three million re-tweets and became the most re-twitted item in the history of everything. Thus, Samsung will commemorate the historical achievement in social media buzz by donating $3 million in total to two charities chosen by the actress - “St Jude's” and the “Humane Society”. This is approximately 0.043% of Samsung's Q4 2013 operating revenue. The sum might be pennies for Samsung, but is still a respectable donation.
Samsung spent $20 million for advertising time during the show's ABC broadcast. The promotion had the Galaxy Note 3 "integrated" into the telecast. Although DeGeneres is an iPhone user and had to be briefed by Samsung representatives on how to "switch to Android" for the ceremony's duration, Samsung's "organic selfie" claim is probably legit.
And if it isn't... who cares? Regardless of who first had the idea – Ellen, or Sammy's marketing arm, the event goes to show the brilliance of timing. A simple act, such as taking a selfie, went on to strike gold by simply being done at the right moment.