艾倫奧斯卡頒獎禮自拍照內幕
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????這張照片什么都齊了。燈光、動作、那種無比自然的感覺，以及鏡頭感上佳、深諳微笑之道的拍攝對象。 ????但這張在Twitter上全球轉發次數最多（截稿時已轉發310萬次，而且這個數字仍然在不斷上漲）的照片所記錄的那一瞬間卻并非100%自然。相反，它是一樁精心策劃的數百萬美元交易的意外產物，符合韓國智能手機制造商三星（Samsung）、社交媒體巨頭Twitter、暫時在全球擁有4300萬用戶的美國電視網絡商美國廣播公司（ABC），以及身價極高、輕易不在電視上露面的好萊塢一線明星的共同利益。 ????這樁交易的內容包括： ????? 《華爾街日報》（Wall Street Journal）透露，三星向美國廣播公司支付了大約1800萬美元，購買了5分鐘黃金時段廣告，三星還獲準在直播活動中植入廣告，但具體費用未知。 ????? 廣告分析機構Ad Age表示，三星還贊助了10條Twitter自拍信息。它們無一不是大牌明星在奧斯卡典禮休息間的照片，均發自美國電影藝術與科學學院（Academy of Motion Picture Arts & Sciences，奧斯卡獎舉辦機構）。 ????? Twitter通過其Amplify計劃有償推廣這類信息，根據這個計劃，付費用戶會得到特殊的展現機會。【根據Twitter官方博客的信息，本文的母公司時代集團（Time Inc）也是Amplify計劃的客戶之一。】 ????至于說那個感覺特自然的瞬間？攝影網站SlashGear的克里斯?伯恩斯記錄下了主持人艾倫?德杰尼勒斯與獲得最佳女演員提名的梅麗爾?斯特里普之間開場的一段對話： ????德杰尼勒斯：梅麗爾，我有一個想法。你第18次獲得了（最佳女演員）提名，打破了歷史最高記錄，對吧？所以我想我們來試著打破另一項記錄——Twitter轉發次數最多的照片這項記錄。現在我倆一起來拍張照，看看能不能打破Twitter轉發次數最多的記錄 - ????斯特里普：把她也拍進來——*指向朱莉婭?羅伯茨* ????Twitter的一項歷史記錄就此誕生。WPP品牌專家艾倫?亞當森向《華爾街日報》表示：“這是對三星品牌的一次大力宣傳，艾倫的自拍照將比三星的廣告更具影響力。病毒性傳播可是花錢都買不到的。 ????為了避免有人懷疑這張照片背后另有隱情，三星另外掏出300萬美元，發表了下面這則聲明： ????“雖然我們是奧斯卡的贊助商，而且與美國廣播公司有合作關系，但我們高興地看到艾倫很自然的將三星設備用到人們熱議的那張自拍照那一瞬間。它給所有人帶來了一個巨大的驚喜，沒人想到艾倫會捕捉到那樣一個瞬間。為了慶祝這一史詩般的時刻，也為了慶祝Twitter上近300萬的驚人轉發次數，我們希望向艾倫選擇的慈善機構——St Jude's以及（美國）人道協會捐款。三星將向這兩家慈善機構分別捐贈150萬美元。” ????諷刺的注腳——多余的蘋果角度：三星向美國廣播公司支付的數百萬美元進入了沃爾特?迪士尼公司（Walt Disney Co.）的金庫，而迪士尼的最大股東是勞倫娜?鮑威爾?喬布斯。史蒂夫?喬布斯的遺孀是全球最富有的女性之一——在本周的億萬富翁排行榜上名列第73位，而幫她登上榜單的迪士尼股票則是她從三星在智能手機大戰中的死敵（史蒂夫?喬布斯）那里繼承來的遺產。（財富中文網） ????譯者：項航 ???? |
????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. |
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