A woman on a mission, Oscars host Ellen DeGeneres was determined to set Twitter retweet records during the awards show on Sunday. She snapped a selfie with her Samsung smartphone, posted it to Twitter, and waited for the retweets to roll in.
And roll they did. For DeGeneres, it was mission accomplished. And for Samsung, it meant a lot of eyes on its device.
Samsung was so pleased that it announced Tuesday it will donate $3 million to charities of DeGeneres' choice, according to CNBC. The charities include St. Jude's and the Humane Society.
"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 Samsung spokesperson told CNBC. "A great surprise for everyone, she captured something that nobody expected."
President Barack Obama held the previous retweet record from when he tweeted "Four more years" on election night in 2012 -- this post was retweeted more than 780,000 times. DeGeneres' tweet has now been retweeted more than 3.2 million times.
Twitter penned a blog post on Tuesday explaining what DeGeneres' retweet record meant for global reach. The social network wrote, "activity metrics don't tell the whole story." While DeGeneres tweet has been retweeted 3.2 million times, the selfie was actually seen millions of times more -- a total of 32.8 million times, to be exact.
This visual shows how DeGeneres tweet spread across the Web: