Hasta La Creative!

Just last month, Samsung looked like it hit the next big thing in social marketing: Its orchestrated Twitter selfie at the Oscars was savvy, spontaneous and a definitive success.

Now, three days after the company gave its viral formula a second shot, the tactic has slammed into some powerful opposition, suggesting that not everyone wants to be drafted into some advertiser’s marketing stunt without being asked first. Certainly not the president.

On Tuesday, the Boston Red Sox player David Ortiz snapped a shot with President Obama during a White House visit and posted it to his Twitter account. It quickly went viral, with the assist of Samsung, which had signed Mr. Ortiz as an endorser earlier in the week.

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