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Brands Steal The Night at #Oscars

Didit Editorial

By Ana Maria Raynes | March 3, 2014

Twitter has changed the way we watch the #Oscars. Last night, while A-list celebrities delivered moving speeches, smart brands like Samsung, Snickers — and of course Ellen Degeneres — stole the night.

By now it’s old news that Ellen Degeneres broke Twitter with a record-breaking #selfie retweeted over 2 million times. I believe those who wonder whether Facebook or Twitter is better for TV no longer need to hypothesize.

Although Degeneres’ 2,626,338 retweet number is staggering, the real marketing lesson here is how a brand like Samsung carefully orchestrated the most natural moment in Oscar branding history.

None of this was spontaneous: Samsung’s marketing team, along with Ellen Degeneres, carefully plotted this epic moment.  This is true social media marketing – when a brand choreographs a moment so captivating we can’t help but share it.

I’m sure today the buzz at digital offices and marketing meetings alike is deafening, but the real question should be – what’s your plan?  Many companies, large and small ( trust me I have seen this first hand) do not have a plan when it comes to their social media marketing.  They defer their strategy to an intern — or the youngest person in the room. The irony is humorous. How can you win if you were never in the game? You didn’t show up with a plan.

Sometime the plan can be as simple as – plan to pay attention- like Snickers did last night with the tweet below:

Yes we have seen this type of piggy- back marketing before with Oreo, but why change what works?

In this marketing landscape “visibility is queen,” and the brands with Paradigm Thinking will wear her crown. Sears did it so perfectly with the below tweet.

And DiGiorno Pizza seized the opportunity to widen their reach.

These are great examples that show that the possibilities are endless. Next time you find yourself wondering why your social media campaign is not seeing any results why don’t you give us a shout – we are experts at strategic planning for businesses big and small.

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