Samsung has a lot of cash to burn when it comes to marketing, and the company has announced that some of that cash will now be spent showing off its mobiles, tablets, and other devices in the upcoming season of The X Factor in the UK, as part of the renewal of the product placement deal with FremantleMedia UK. You'll be seeing a lot its products on the show, which entered its tenth season on August 31st, right up to the final leg in which the winner will be chosen.
Apart from making an appearance in the show itself, Samsung's brand and product will also be displayed on tickets, in-store displays, and on The X Factor's official website, and the Galaxy Note 3 will likely be a part of the product placement right around its launch date.
Press release:
ITV, FremantleMedia, Syco Entertainment and Samsung renew partnership for The X Factor
11th September 2013: ITV, FremantleMedia UK, Syco Entertainment and Samsung today announced the renewal of their partnership with The X Factor UK. The integrated partnership includes paid-for-placement of Samsung products within The X Factor, alongside digital activity on the official platforms and an off-air licensing agreement.
For the second consecutive year, Samsung devices, including mobile phones, tablets and cameras, will appear across the ITV series from the early stages of the competition. Samsung devices may also be visible in The Xtra Factor on ITV2, as well as within bespoke online video diaries featured on The X Factor website, The X Factor app and the X Factor YouTube site.
As an off-air licensing partner, Samsung will have access to tickets and have ATL rights for digital, in-store, pos, experiential and print executions. The partnership will be heavily supported with Samsung-branded digital display activity across The X Factor website.
Avikar Jolly, Head of Brand & Communications, Samsung Electronics UK and Ireland, said: “We’re excited to be working with ITV, Syco and FremantleMedia for the second year running on The X Factor. Last year marked the first product placement agreement for The X Factor, it was great to be part of such a landmark media event that delivered a noticeable increase in brand awareness and preference for the products that featured, proving it is the ideal platform for us to talk to our customers about our industry-leading devices and the Samsung brand.”
Mark Trinder, Sales Director, ITV said: “We are delighted to be extending our relationship with Samsung for The X Factor. Last year’s partnership helped to drive significant increases in viewers’ brand awareness and purchase intent for Samsung products, and we look forward to working with the brand to continue to build on this success.”
Dominic Burns, Commercial Director, FremantleMedia UK, said: “In addition to the fantastic in-show product placement opportunities, The X Factor offers brands numerous valuable off-air options to engage with customers and we’re delighted to have grown our relationship with Samsung.”
Mark Brittain, Global Head of Commercial, Syco Entertainment, added: “We are delighted to be continuing our partnership with Samsung for a second year. This relationship perfectly demonstrates how The X Factor gives consumers new and innovative ways to engage with Samsung.”
The partnership was negotiated by Starcom’s content division Liquid Thread on behalf of Samsung. The tenth series of The X Factor launched on ITV’s flagship channel on Saturday 31st August at 8pm.
