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The X Factor signs second product placement deal with Samsung

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By Ishbel Macleod, PR and social media consultant

September 11, 2013 | 2 min read

Samsung products will again be featured in The X Factor, as part of a partnership which includes paid-for-placement.

ITV, FremantleMedia UK, Syco Entertainment and Samsung today announced the renewal of the deal, which will see mobile phones, tablets and cameras from the brand appear throughout The X Factor; as well as within bespoke online video diaries featured on The X Factor website, The X Factor app and the X Factor YouTube site.

Avikar Jolly, head of brand and communications for Samsung Electronics UK and Ireland, said the brand was ‘excited’ to be carrying on the placement: “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.”

As an off-air licensing partner, Samsung will have access to tickets and have ATL rights for digital, in-store, point of sale, experiential and print executions.

The partnership was negotiated by Starcom’s content division Liquid Thread on behalf of Samsung.

Fremantle Media ITV Syco

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Starcom MediaVest Group

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