Last night during the Oscars, the celeb-infested Samsung selfie brought down twitter with an ever growing 2.6 million retweets.

Between the first time tweeter Meryl Streep, the presence of Hollywood royalty, Brad and Angelina, and the inclusion of the night’s biggest winners, Jared Leto, Matthew McConaughey and Lupita Nyong’o Ellen’s instantly viral tweet shutdown Twitter for a reported two minutes.

The brief Twitter hiatus didn’t keep users from sharing. The tweet shattered records for the most retweets of all time. The previous most retweeted tweet of all time was Barack Obama’s tweet, “Four more years” after successfully winning a second term in office.

Why everyone was exercising his or her thumbs to quickly share Ellen’s tweet, some might have missed the Samsung product placement. The use of Samsung’s phone was part of Samsung’s announcement of their “One Samsung” campaign.

As part of the Samsung and ABC agreement, Samsung sponsored 10 tweets that were sent by the official Academy of Motion Picture Arts and Sciences twitter handle.  These tweets all included celeb selfies taken backstage. Samsung also ran commercials during live show that fully announced their new campaign offerings.

Samsung got additional coverage later in the evening when Ellen was seen taking additional selfies backstage using an iPhone. Although the word had began to spread that perhaps Ellen preferred Apple over Samsung the talk only continued the Samsung Conversation.

Although Samsung left the awards without the golden Oscar, we think they struck marketing gold this award season.

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