Brands today are more likely to have an influencer use their product discreetly in their everyday life than pay for a celebrity endorsement. Samsung sponsored the Academy Awards, creating an exclusive pre-show and the first-ever product integration during the Oscars. Ellen Degeneres spontaneously used her new Galaxy Note 3 to take a selfie featuring some of the world’s biggest stars, including Brad Pitt, Angelina Jolie, Julia Roberts, Meryl Streep and Bradley Cooper.

219,000 people retweeted the selfie in the first minute, with a total of 3.3 million retweets. The campaign generated 88 million social media impressions with almost 70,000 Samsung mentions.