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艾伦奥斯卡颁奖礼自拍照内幕

2014-03-07    来源:财富网    【      美国外教 在线口语培训
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艾伦秀主持人在奥斯卡颁奖礼上汇聚了詹妮弗•劳伦斯、安吉丽娜•朱莉、布拉德•皮特、梅丽尔•斯特里普、茱莉亚•罗伯茨等一大票好莱坞当红巨星,瞬间成了Twitter上风传的第一热图。不过,这张看起来兴之所至的自拍照其实是美国广播公司、Twitter以及三星营销大戏的意外产物。 
 
The photo had everything. Lights. Action. That sparkle of spontaneity. And subjects who really know how to smile for a camera.

But the moment that turned into the world's most-retweeted post -- 3.1 million and counting -- wasn't 100% spontaneous. Rather, it was the fortuitous product of a carefully planned multimillion-dollar business arrangement that served the mutual interests of a Korean smartphone manufacturer, a social media powerhouse, a U.S. television network with a temporary global reach of 43 million viewers, and the biggest stars in Hollywood, for whom TV face-time is money.

Among the deal's moving parts:

• Samsung paid ABC roughly $18 million for 5 minutes worth of prime-time ads plus unspecified consideration for product placement throughout the broadcast, according to the Wall Street Journal.

• According to Ad Age, Samsung also sponsored 10 tweets featuring celebrity "selfies" taken from the green room and sent via the Academy of Motion Picture Arts & Sciences.

• Twitter was paid to promote the selfies through its Twitter Amplify program, which gives preferential treatment to tweets posted by paying clients. (Full disclosure: According toTwitter, Time Inc., which publishes this blog, is one of those clients.)

And that spontaneous moment? SlashGear's Chris Burns transcribed the opening dialogue between host Ellen DeGeneres and best-actress nominee Meryl Streep:

DeGeneres: Meryl, here's my idea, ok, so you were nominated -- it's a record-breaking 18 times, right? So I thought we would try to break another record right now with the most re-tweets of a photo. So right now I'm going to take a picture of us, and we'll see if we can break the record for the most retweets -

Streep: Get her in -- *points to Julia Roberts*

What followed, for what it's worth, made Twitter history. "It was a great plug for the Samsung brand," WPP branding expert Allen Adamson told the Journal. "Ellen's selfie is going to be more impactful than their commercials. You can't buy that magic of going viral."

Lest anyone be left with the impression that the photo was less than spontaneous, Samsung ponied up another $3 million and issued the following statement:

"While we were a sponsor of the Oscars and had an integration with ABC, we were delighted to see Ellen organically incorporate the device into the selfie moment that had everyone talking. A great surprise for everyone, she captured something that nobody expected. In honor of this epic moment and of course, the incredible response of nearly 3 million re tweets, we wanted to make a donation to Ellen's charities of choice: St Jude's and the Humane Society [of the United States]. Samsung will donate 1.5 million dollars to each charity."

IRONIC FOOTNOTE -- AND GRATUITOUS APPLE (AAPL) ANGLE: The millions Samsung paid ABC goes into the coffers of the Walt Disney Co. (DIS), whose largest shareholder is Laurene Powell Jobs. Steve Jobs' widow is one of richest women in the world -- No. 73 on this week's list of billionaires -- on the strength of the Disney shares she inhered from Samsung's arch enemy in the smartphone wars.


 

 

 

这张照片什么都齐了。灯光、动作、那种无比自然的感觉,以及镜头感上佳、深谙微笑之道的拍摄对象。

但这张在Twitter上全球转发次数最多(截稿时已转发310万次,而且这个数字仍然在不断上涨)的照片所记录的那一瞬间却并非100%自然。相反,它是一桩精心策划的数百万美元交易的意外产物,符合韩国智能手机制造商三星(Samsung)、社交媒体巨头Twitter、暂时在全球拥有4300万用户的美国电视网络商美国广播公司(ABC),以及身价极高、轻易不在电视上露面的好莱坞一线明星的共同利益。

这桩交易的内容包括:

• 《华尔街日报》(Wall Street Journal)透露,三星向美国广播公司支付了大约1800万美元,购买了5分钟黄金时段广告,三星还获准在直播活动中植入广告,但具体费用未知。

• 广告分析机构Ad Age表示,三星还赞助了10条Twitter自拍信息。它们无一不是大牌明星在奥斯卡典礼休息间的照片,均发自美国电影艺术与科学学院(Academy of Motion Picture Arts & Sciences,奥斯卡奖举办机构)。

• Twitter通过其Amplify计划有偿推广这类信息,根据这个计划,付费用户会得到特殊的展现机会。【根据Twitter官方博客的信息,本文的母公司时代集团(Time Inc)也是Amplify计划的客户之一。】

至于说那个感觉特自然的瞬间?摄影网站SlashGear的克里斯•伯恩斯记录下了主持人艾伦•德杰尼勒斯与获得最佳女演员提名的梅丽尔•斯特里普之间开场的一段对话:

德杰尼勒斯:梅丽尔,我有一个想法。你第18次获得了(最佳女演员)提名,打破了历史最高记录,对吧?所以我想我们来试着打破另一项记录——Twitter转发次数最多的照片这项记录。现在我俩一起来拍张照,看看能不能打破Twitter转发次数最多的记录 -

斯特里普:把她也拍进来——*指向朱莉娅•罗伯茨*

Twitter的一项历史记录就此诞生。WPP品牌专家艾伦•亚当森向《华尔街日报》表示:“这是对三星品牌的一次大力宣传,艾伦的自拍照将比三星的广告更具影响力。病毒性传播可是花钱都买不到的。

为了避免有人怀疑这张照片背后另有隐情,三星另外掏出300万美元,发表了下面这则声明:

“虽然我们是奥斯卡的赞助商,而且与美国广播公司有合作关系,但我们高兴地看到艾伦很自然的将三星设备用到人们热议的那张自拍照那一瞬间。它给所有人带来了一个巨大的惊喜,没人想到艾伦会捕捉到那样一个瞬间。为了庆祝这一史诗般的时刻,也为了庆祝Twitter上近300万的惊人转发次数,我们希望向艾伦选择的慈善机构——St Jude's以及(美国)人道协会捐款。三星将向这两家慈善机构分别捐赠150万美元。”

讽刺的注脚——多余的苹果角度:三星向美国广播公司支付的数百万美元进入了沃尔特•迪士尼公司(Walt Disney Co.)的金库,而迪士尼的最大股东是劳伦娜•鲍威尔•乔布斯。史蒂夫•乔布斯的遗孀是全球最富有的女性之一——在本周的亿万富翁排行榜上名列第73位,而帮她登上榜单的迪士尼股票则是她从三星在智能手机大战中的死敌(史蒂夫•乔布斯)那里继承来的遗产。(财富中文网)



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