Samsung signs X Factor product placement deal

Samsung has signed a deal with ITV's The X Factor that will see its mobile and tablet devices become the first paid-for placements on the show.

The X Factor: Samsung signs first paid-for placement deal
The X Factor: Samsung signs first paid-for placement deal

As part of the deal, Samsung mobile phones and tablets will appear in The X Factor from Saturday (29 September), when the talent show reaches the judges' houses stage of the competition.

Future placements could include Samsung products appearing on the sister show The Xtra Factor on ITV2, and the partnership will be promoted through The X Factor website with online video diaries and display ads.

A Samsung app will be created for the Samsung Galaxy Note II and the brand will provide a phone and tablet to each contestant who makes it to The X Factor live show stages.

The partnership was negotiated by LiquidThread, Starcom MediaVest Group's content division.

Avikar Jolly, the head of brand and communications at Samsung Electronics UK and Ireland, said: "We pride ourselves on our devices being innovative and industry-leading, so the fact this is a 'first' fits perfectly with our ethos and ambitions as a brand."

The headline sponsor of The X Factor is TalkTalk.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published