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