Today’s brands are more likely to have an influencer use their product discreetly in their everyday life than pay for a celebrity endorsement. While sponsoring the Academy Awards, Samsung created an exclusive pre-show and first ever product integration during the Oscars, when Ellen Degeneres spontaneously used her new Samsung Galaxy Note 3 to take a selfie with major stars like Brad Pitt, Angelina Jolie, Meryl Streep, Bradley Cooper, and Julia Roberts.

Her subsequent selfie tweet was retweeted 219,000 times within the first minute, leading to a total of 3.3 million retweets. The campaign earned 88 million social media impressions and about 70,000 Samsung mentions.