Samsung seems to be riding high on the success of its Galaxy Note 2 phablet, which recently crossed the 3 million units sold milestone in a little over a month of the device's release. Building on the phablet's success, Samsung has taken things a step further and pulled out a marketing coup of sorts when the Galaxy Note 2 was used at the American Music Awards 2012 (AMA 2012) to announce winners instead of the traditional envelopes and note cards.

Technology, it seems, won over the traditional means and the American Music Awards chose to go paperless and take the Galaxy Note 2 route instead. Announcers at the awards show had the Galaxy Note 2 in their hands throughout the evening as they revealed the winners by reading out from the 5.5-inch phablet.

The clever product placement from Samsung is creating quite a buzz. However, this is not the first time Samsung has pushed technology in favour of going paperless. Recently, Samsung also teamed up with the Brussels Philharmonic Orchestra, which is now going paperless as well and using the company's Galaxy Note 10.1 tablet instead of traditional music sheets. What's more, the Galaxy Note 10.1 is also the Queen's tablet of choice.

The marketing manoeuvre from Samsung is not only innovative, but also propels the company's products into limelight, making them more attractive to potential buyers when they see celebrities endorsing the product. At The American Music awards, many of the announcers pointed the Galaxy Note 2's screen to the audience and the camera for them to take a look.

Take a look at the video below, where actor Kerry Washington and U.S. Olympian Apolo Anton Ohno announce the winner (Linkin Park) for Alternative Rock award.

While the S Pen did not make any appearance, Samsung has sure managed to notch up some additional brownie points for its product placement at a widely-televised event!