Samsung strikes placement deal with The Wanted

Samsung has struck a product placement deal with The Wanted to feature its Galaxy S4 model phone in the band's latest music video, 'Walks Like Rihanna'.

In the video The Wanted use the Galaxy S4’s Air Gesture feature, which allows users to flick through content on the smart phone without touching the screen, to scroll through ideas for music videos.

The Global Talent-managed band end up spoofing other boy bands like N*Sync and Take That.

Since being posted on YouTube on 7 May, ‘Walks Like Rihanna’ has been viewed around 1.6 million times.

This latest product placement deal, which was brokered by Starcom MediaVest Group’s content division Liquid Thread, comes after a similar deal struck by Samsung to place its Galaxy camera in Little Mix's music video for ‘Change Your Life’.

The Little Mix video was posted on YouTube three months ago and has since been viewed more than 17.7 million times.

Rupert Britton, the content strategy director for Liquid Thread, said: "Product placement works best when it is editorially justified and we are very happy with the way the Galaxy S4’s Air Gesture functionality has been integrated into the video of The Wanted’s ‘She Walks Like Rihanna’."

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
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More