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By now we’ve all seen, or at least heard about, the Twitter-rocking star-studded selfie orchestrated by Ellen DeGeneres during Sunday’s 86th Academy Awards ceremony. Snapped by Bradley Cooper (who actually owns the rights to the image), the photo was retweeted a 3.2 million times, shattering the previous record of more than 778,000 set in November 2012 with the election-night post from President Obama.
While the not entirely spontaneous stunt certainly paid off for ABC and Samsung, which was reportedly promised airtime for the Galaxy Note 3 smartphone as part of its $20 million sponsorship and ad buy, they weren’t the only ones to get promotional mileage out of the photo.
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