ITV, FremantleMedia Enterprises, Syco and Samsung today announced an agreement, which will see the first paid-for-placement of a product in The X Factor in the UK, alongside digital activity on the official website and a dedicated The X Factor Android app for the Samsung Galaxy Note II.
As part of the agreement, Samsung devices, including mobile phones and tablets, will appear in the ITV1 series from the judges’ houses stage of the competition, which kicks off on Saturday 29th September 2012. Samsung devices may also be visible in The Xtra Factor on ITV2, as well as within online video diaries, which will be featured on The X Factor website, The X Factor Facebook page and The X Factor Twitter feed.
The partnership will be supported with Samsung-branded digital display activity across The X Factor website. In addition, a dedicated The X Factor Android app is in development, which will become available on the Samsung Galaxy Note II. Samsung will also issue a new phone and tablet to each of the contestants going through to the live stages. The partnership was negotiated by Starcom’s content division Liquid Thread on behalf of Samsung.
Avikar Jolly, Head of Brand & Communications, Samsung Electronics UK and Ireland said: “We’re excited to be working with ITV and FremantleMedia Enterprises on this partnership for The X Factor. We pride ourselves on our devices being innovative and industry-leading so the fact this is a ‘first’ fits perfectly with our own ethos and ambitions as a brand.”
Mark Trinder, Sales Director, ITV said: “We are delighted to be working with Samsung and this initiative is a key part of a wider and integrated multiplatform partnership. Editorial integrity remains at the heart of what we do, and we feel this is an excellent brand fit.”
Dominic Burns, SVP, Licensing & Entertainment, FremantleMedia Enterprises said: “Samsung is a fantastic brand and the perfect partner to pioneer product placement on The X Factor. We look forward to working with Samsung to make this key multi-platform relationship a success.”