Samsung has inked a deal to sponsor celebrity ‘selfie’ tweets sent from the Oscars on Sunday night.
It is part of ABC’s - the network airing the Oscars on 2 March - partnership with Twitter’s Amplify programme.
The sponsored-tweet campaign around the awards ceremony will see at least 10 ‘selfies’ taken by celebs using a Twitter mirror placed in the greenroom at the Oscars pushed out via the @TheAcademy account.
These sponsored tweets will then be retweeted from ABC accounts and promoted through the Twitter Amplify programme.
“These things take off on Twitter anyway — and here is a way to throw fuel on the fire with an advertiser attached,” explained Karin Gilford, ABC’s senior VP of digital media to Variety.
Glenn Brown, senior director of Twitter Amplify, added that it is “right in the sweet spot of Twitter”, combining a live event, interaction with top personalities and a major sponsor.
The Twitter mirror was tested out at the Grammy’s without a sponsor, and the first permanent mirror was installed in the greenroom of late night show Jimmy Kimmel Live in November last year.
Samsung is also sponsoring ABC's behind-the-scenes Oscar content on its Watch ABC app.