Samsung spent an estimated $20 million on TV ads to run during the 2014 Academy Awards, but Ellen DeGeneres gave them the best product placement ever.
That's right, Ellen DeGeneres' Oscar selfie was not spontaneous.
Viewers may have noticed Ellen toying with a white Samsung phone during the broadcast, even before she handed a Galaxy Note 3 to Bradley Cooper.
The actor famously took a "selfie" photo of himself and other stars including Brad Pitt, Meryl Streep, Kevin Spacey and Jennifer Lawrence with the host.
While the stunt felt spontaneous, and became the most re-Tweeted photo of all time by a huge margin, it wasn't entirely unplanned on Ellen's part.
Samsung and media buying firm Starcom MediaVest negotiated to have its Galaxy smartphone integrated into the telecast, according to insiders.