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Today in mind-benders. On Thursday night a post hit trending status on Buzzfeed, drawing over 10 million views in five hours: A Tumblr user uploaded a shot of a bicolor dress and the Internet flipped out. Over half of users see it as white and gold; the rest see black and blue. (We saw white and gold, then flipped out when we moved our computers around a little—and saw it change to black and blue.) Twitter and Facebook went bananas and flooded our feeds with arguments about who needs glasses. "What is eyesight?" one flummoxed commenter wondered; thankfully, Wired produced an explanation quite quickly. Meanwhile, one brand acted fast:

What brand killed it at the Oscars? There weren't any epic selfies this year, but Samsung still outdid any other TV advertiser in positive social media sentiment, per 4C Insights. Samsung scored a brand affinity lift of 24% on Twitter and Facebook with help from seven minutes of airtime from ads and in-show activations. One ad plugged its high-def TV with a celebration of moments we love sharing; another (shown below) glorified the stories we can make with the right mobile tools. Social sat at the heart of both. (Speaking of: 13 million people saw Oscar-related tweets this year.)

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image of Angela Natividad
Angela Natividad is a social media strategist, copywriter, and journalist based in Paris. A Bay Area native and lover of vending machine candies, she co-founded AdVerveBlog.com and is a frequent guest on marketing podcast The Beancast. You can follow her on Twitter at @luckthelady.