advertising metrics that Samsung had the most effective Oscars campaign
of any of the Oscar sponsors, beating Pepsi, Google, Netflix, and numerous
others.
This was Samsung’s moment. That quarter, Samsung would ship 85
million smartphone units—a combined total greater than its four biggest
competitors—Apple, LG, Lenovo, and Huawei.
“If you look at that picture—the faces of all those people—they truly
are joyous,” Pendleton later said. “It brought joy to a lot of people.”