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The Samsung selfie – marketing genius or cynical stunt?

The Samsung selfie – marketing genius or cynical stunt?
Tuesday 4 March, 2014

Are we really supposed to believe that in a world where artifice and make believe are the stock in trade, that Ellen’s now-famous Oscars selfie was somehow duplicitous?

The Oscars are all about marketing, which made the Samsung selfie a product, zeitgeist and event-appropriate one. People take selfies with famous people and they share them. It’s a bit of a no-brainer.

There are risks inherent in any marketing activity, but I would have thought this one would have relatively few.

Ellen is generally well-liked (and adored by her fans), the sheer star power of the group she assembled for the shot could power a small city and the “stunt” was contextually appropriate.

As far as I can see, this was a very well executed and on-brand piece of content. Anyone who thinks they’re being duped by this probably isn’t going to be following Ellen on social media, or watching the Oscars, or interested in phone technology for that matter, so I’m not sure the criticism levelled at it is alive in the real world as it is in the world of the media commentariat.

Danielle Veldre

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