The Girl Scouts just got $5.5 million in free advertising – Daily News

the-girl-scouts-just-got-5-5-million-in-free-advertising

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At the 88th Academy Awards, there were winners outside of the realm of film.

The Girl Scouts received an estimated $5.5 million in free advertising, Joyce Julius & Associates, a firm that analyzes brand placement and sponsorship, told Digiday.

The free advertising came thanks to a bit by host Chris Rock, who brought his daughter and a local Girl Scout troop to the event to sell cookies. Attendees spent more than $65,000 on the treats, with celebrities including Kate Winslet, Mindy Kaling, and even Vice President Joe Biden chipping in.

We, too, love @girlscouts cookies, Kate. pic.twitter.com/Uwp6ADIlXf

— The Palm Beach Post (@pbpost) February 29, 2016

We, too, love @girlscouts cookies, Kate. pic.twitter.com/Uwp6ADIlXf

Thanks @oliviawilde and @chrisrock’s daughter #TheOscars pic.twitter.com/NIxGilxnQU

— Mindy Kaling (@mindykaling) February 29, 2016

Thanks @oliviawilde and @chrisrock’s daughter #TheOscars pic.twitter.com/NIxGilxnQU

Biden gave me $20 for cookies… #Oscars pic.twitter.com/rCLbrNXIZI

— Chris Rock (@chrisrock) February 29, 2016

Biden gave me $20 for cookies… #Oscars pic.twitter.com/rCLbrNXIZI

The Girl Scout organization was understandably excited by the free promotion, posting to Instagram: “Sweetest. Oscars. Ever.”

Thanks to super Dad Chris Rock for giving Girl Scouts the opportunity to sell #girlscoutcookies and sharpen their business skills at the #oscars tonight! #girlscouts #oscars2016 #hustling @chrisrock #instagood

A photo posted by Girl Scouts (@girlscouts) on Feb 28, 2016 at 9:04pm PST on Feb 28, 2016 at 9:04pm PST

Thanks to super Dad Chris Rock for giving Girl Scouts the opportunity to sell #girlscoutcookies and sharpen their business skills at the #oscars tonight! #girlscouts #oscars2016 #hustling @chrisrock #instagood

A photo posted by Girl Scouts (@girlscouts) on Feb 28, 2016 at 9:04pm PST on Feb 28, 2016 at 9:04pm PST

With an estimated value at $5.5 million, the free promotion was even more valuable than another recent piece of unpaid advertising: Peyton Manning’s Budweiser shout-out after the Super Bowl. Bloomberg valued Manning’s shout-out at $3.2 million, before accounting for the statement’s impact on social media, where Budweiser accounted for 80% of the game day discussion of beer.

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