Behind the Preplanned Oscar Selfie: Samsung's Ad Strategy - WSJ.com: The origin of the "selfie" shot was a little different. Ms. DeGeneres, in the days leading up to the broadcast, decided she wanted to take "selfies" during the show and ABC suggested she use a Samsung since it was a sponsor, another person familiar with the matter said.
During rehearsals Samsung executives trained Ms. DeGeneres on how to use the Samsung Galaxy, two people familiar with the matter said.