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Samsung surges with Jay-Z partnership June 30, 2013

Posted by rmshepard in Uncategorized.
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Samsung came to terms on a marketing deal worth around $20 million with rap artist Jay-Z in June 2013. For Jay-Z, the deal is an opportunity to further expand his empire – over the last few years he bought a stake in the Brooklyn Nets, created a talent agency, started a music festival in Philadelphia, and much more. For Samsung, the deal is an opportunity to tap into the creativity of an “artist of everything” and target new young consumers who might be more inclined to flock to Apple and other competitors.

It has taken very little time for Samsung’s deal to pay off. A new ad with Jay-Z topped Ad Age‘s viral video chart in June. The ad features the rapper discussing his new album, “Magna Carta Holy Grail,” and has been viewed well more than 20 million times. Interestingly enough, Samsung’s collaboration with Usher took the second spot on the viral video chart. For Samsung, creating relationships with celebrities may be the best way to beat rival tech companies.

To see Samsung’s viral ad with Jay-Z, watch the following video:

Discussion Questions:

1.  Why do so many companies seek celebrity endorsements?

2.  What is the risk of closely associating a product with a high-profile celebrity?

3.  How does Samsung’s partnership with Jay-Z show an understanding of how ads go viral?

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