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White House objects to Samsung’s selfie promotion

April 4, 2014

In this Tuesday, April 1, 2014, file photo, Boston Red Sox designated hitter David “Big Papi” Ortiz takes a selfie with President Barack Obama, holding a Boston Red Sox jersey presented to him, during a ceremony on the South Lawn of the White House in Washington, where the president honored the 2013 World Series baseball champion Boston Red Sox. Ortiz tweeted the selfie to his followers Tuesday, and it was resent by tens of thousands, including Samsung, which retweeted it as an ad. The White House press secretary says Obama was not aware that the photo was part of a marketing stunt. (AP Photo/Carolyn Kaster, File)

By Kim Yoo-chul

The White House officially objected Thursday to the use of a selfie Boston Red Sox slugger David Ortiz snapped with U.S. President Barack Obama with a Samsung Galaxy Note 3.

Samsung said that the selfie photo was not deliberately organized and that tweeting a celebrity photo is a proper marketing strategy.

“Although we signed a deal with Ortiz before the slugger’s trip to the White House, it was not deliberate,” a Samsung official said. “The photo-taking had nothing to do with us.”

Samsung Electronics has been consistent in promoting its flagship products within the “socially-understandable” boundary. The world’s top smartphone vendor is teaming up with various celebrities in different areas to improve corporate brand awareness.

The picture was taken during an event designed to honor the Red Sox as 2013 World Series champions.

Ortiz tweeted it, picking up nearly 40,000 retweets, and then Samsung retweeted the message to its 5.2 million followers.

“As a rule, the White House objects to attempts to use the president’s likeness for commercial purposes,” White House press secretary Jay Carney said during his daily news briefing on Thursday. “And we certainly object in this case.”

Carney said that the president does not want to be portrayed as an endorser for the electronics firm, which had employed Ortiz as a public relations ambassador.

Samsung said that the White House did not ask Samsung or Ortiz to stop tweeting the photo.

When Samsung launches new flagship products or holds major announcements events, it signs up big names for promotions.

For example, former U.S. President Bill Clinton appeared at a major event organized by Samsung during an annual tech fair in Las Vegas last year.