In the case of Ellen DeGeneres’ famous Oscars selfie with celebrities such as Meryl Streep, Jennifer Lawrence, Brad Pitt and more, the answer is yes. The selfie, posted by DeGeneres on her Twitter account, received over three million retweets and was a major highlight during the Oscars extravaganza. The huge response to this single image prompted Samsung, the product used to take the selfie and one of the sponsors of the event, to donate $1.5 million each to two separate charities selected by DeGeneres herself: St. Jude Children’s Research Hospital and the Humane Society of the United States.
Some questioned whether or not the selfie was staged by Samsung. The company however was quick to deny the allegations stating, “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.” It was, “A great surprise for everyone, she captured something that nobody expected.”
The spontaneity of the Oscars selfie, and Samsung’s charitable donation, has spurred questions regarding CSR programs. As stated in PR News’ recent post, companies can learn an exceptional amount from this moment by practicing more real-time CSR. Rather than spend copious amounts of time planning CSR programs, brands should attempt to achieve a more organic, real-time approach to what should be a genuine form of outreach. Not only can real-time CSR save time, but it can also have a larger impact on publics.
What are your thoughts about real-time CSR?