This year’s Academy Awards proved one thing: some bonds are unbreakable. Bonds like the one between Ellen and her phone.

This moment, sponsored by Samsung, broke a world record and was the most talked about moment at the Oscars.

That star-studded selfie, featuring Meryl Streep, Brad Pitt, Julia Roberts, Kevin Spacey amongst other notables has been retweeted nearly 2.5 million times. It actually led to Twitter crashing.

Ellen was paid to show off her new Android phone throughout the ceremonies. This was win for Samsung, right? On stage, yes. But backstage? That was a different story.

Ellen’s behind the scenes tweets featured two selfies with Jared Leto and Channing Tatum.

The problem for Samsung? She sent them from her iPhone. The verge.com caught two screenshots of the tweets with the stamp via twitter for iPhone.

Whoops.

With hundreds of millions of people watching, any screen time on the Oscars is worth a fortune.

So when Ellen decided it was time for the audience to eat, one small pizza chain found itself getting millions of free advertising.

Big Mama’s and Papa’s Pizza delivered 99 large pizzas to the ceremonies. Ellen ended up picking up the tab.

And in case you were wondering, it was an actual employee of the pizzeria handing them out. Not an actor. Not even an aspiring actor. Just a pizza guy. A pizza guy who can now tell the greatest pizza guy story ever when Matt Lauer undoubtedly books him for the Today Show.

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