By: Lane Olander


The latest buzz on Ellen DeGeneres’s infamous Oscar selfie is whether or not it is worth as much as Publicis Groupe CEO Maurice Levy is claiming.  Levy stated that the selfie was worth $800 million to $1 billion in an interview with Cannes. However, some people are skeptical that the selfie could really be worth so much to Samsung, when a thirty- second commercial slot during the Oscars was worth $1.8 million.

For those who don’t know Ellen tweeted a star-studded selfie during the Oscars that broke the record for most retweets ever, and as of April 13th has 3.4 million retweets. Ellen took the selfie with a Samsung phone but never mentioned Samsung in the original tweet making it harder to know how much the selfie really benefited Samsung. Samsung sponsored the Oscars paying $20 million dollars ensuring that Ellen would be using a Samsung phone at the Oscars, and they also featured their commercial during the show.

While the selfie was taken with a Samsung phone I personally had not thought about the selfie being connected to Samsung until I heard Levy’s comment on the worth of the selfie for Samsung. I associate the selfie with Ellen and her show, while everyone may not agree I find it hard to believe that this selfie would be worth so much to Samsung when they were not even mentioned in the tweet. This debate seems reflective of the struggle on of how to measure the success and worth of social media efforts like retweets.




Written by Ad Buzz

The American Advertising Federation Illinois Chapter brings to you Ad Buzz, a blog dedicated to all things advertising related, from our favorite campaigns to trends going on in the industry.

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