Samsung got huge attention when Ellen DeGeneres did her now famous Twitter-breaking all-star selfie at the Oscars. But Samsung USA’s chief marketing officer says what’s more important wasn’t that the Samsung phone was used but that Samsung helped create a moment of real joy.
“The exact phone almost doesn’t matter,” said Samsung USA CMO Todd Pendleton at the 4A’s Transformation conference today. ‘You can see the joy on their faces.”
The selfie moment was a “planned unplanned moment,” in that Ellen was supposed to do a selfie with Meryl Streep, but Samsung — in keeping with an “authentic” approach Pendleton says Samsung tries to maintain — didn’t script things out exactly. Do such things means “you don’t let the magic come in the room.”
As a result, the selfie spiraled into a giant group event among the stars, who honestly seemed happy just to be having fun, the joy visible on their faces, Pendleton said.
Below, a bit more from Pendleton from our live blog: