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How much did Samsung pay for the best advertising money can buy?

Published Mar 4th, 2014 9:41AM EST
Samsung Oscars Advertising

People are still talking about Samsung’s advertising campaign that took over the 86th annual Academy Awards. Some might say money can’t buy this much press, but clearly that’s not the case — beyond all of the Samsung commercials that ran during the Oscars, host Ellen DeGeneres also used a Samsung smartphone while on stage and while mingling with the crowd on Sunday night. People just can’t seem to stop talking about it.

At one point Ellen handed off her Galaxy Note 3 to actor Bradley Cooper, who used it to snap and tweet a star-studded selfie that has now been retweeted more than 3 million times.

Long story short, Samsung’s Oscars spend was a bet that paid off big time.

So how much did all this cost the South Korea-based consumer tech giant? $20 million, which for Samsung is next to nothing. It amounts to just one-quarter of one percent of Samsung’s fourth-quarter operating profit, which totaled $7.7 billion.

We would say that’s money well spent.

That $20 million bought Samsung a slew of ads that aired during the biggest awards show of the year. It also bought Samsung the promotions that saw Ellen take an on-stage Oscars selfie and the aforementioned Cooper selfie, which is the most retweeted photo of all time by a landslide.

Beyond that, it bought a mountain of coverage in the mainstream media and on tech blogs that is still growing. Good press… bad press… remarkably, unbelievably, annoyingly stupid press… the coverage just won’t stop.

And all for a sum that, to Samsung, is mere pennies. In fact, it might be the equivalent of you or I buying lunch at Applebee’s.

Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content.

Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment. His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.