Cultivating brand potential


The most retweeted selfie

Posted by: Jo Briton

Categories: Marketing, Digital,

Wed, 26 Mar 2014

It has been a social media phenomenon, repeated in several caricatures and also gives me a chance to put a photo on here of the lovely Jared Leto.

It is, of course, the Oscar selfie posted by show host Ellen DeGeneres. There has been a lot discussion about if it was a paid publicity stunt by Samsung.

Samsung apparently paid a reported £12m for its advertising “integration” during the broadcast of the Oscars. But the company insists it was every bit as astonished as everyone else when DeGeneres took a star-studded selfie during the broadcast on a Samsung smartphone and that is became the most retweeted message of all time. The picture has been forwarded over 2m times on Twitter by the time the ceremony was done.

Britain is a nation of social networkers – 57% of UK adults use social media regularly according to the Office for National Statistics. Britons now take 35m selfies a month and that’s not just teenage girls. More than half of British adults have apparently taken one, including 29% of the over 65s.

Cancer Research UK last week benefitted from selfies to raise awareness and money for the charity. Someone thought of an idea for women to post pictures of themselves with no make-up on and men joined in too but with full faces of slap.

The trend took Twitter and Facebook by storm with thousands of females wiping off their make-up and posting photos using the hash tag #NoMakeUpSelfie.

Luckily Cancer Research UK cottoned on to the campaign and those posting the selfies or nominating others to do so can now text the word BEAT to 70099 TO DONATE £3

I find it interesting the marketing power of the selfie; it shows how marketing is changing to incorporate digital trends in the current day.

Source: The Guardian and most of the world’s international press and social media networks.