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Samsung: Own Up to Your Success
By: Dwayne W. Waite Jr.
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The technology company Samsung is in the limelight due to the most retweeted selfie of all time. Closing in on 4 million retweets, and gaining nearly 1.2 million in a matter of hours, the tweet had Ellen and a bunch of Hollywood stars taking a photo.

And naturally, it was clear that Ellen was using a Samsung Galaxy S3.

So then the critics started. Boo to Samsung for "staging" the selfie tweet and forcing Ellen to use the brand name.

But then did Samsung force the millions of retweets? No, it didn't.

And Samsung even came out saying that they didn't force Ellen, and that it happened "organically."

Even if it did, who cares? Samsung, you hit a record — don't be afraid to be thrilled.

It is a shame when brands have to come out and defend the fact that a certain act happened without any previous planning.

Did it work out that Samsung was a sponsor during the awards? Sure. Did Samsung probably provide a phone for her? Seems to be the case.

But who would have guessed this would happen?


If so, hold on to your marketing folks, Samsung. If they staged that whole thing, then you got some talent.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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