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X Factor agrees Samsung deal with first product placement

X Factor agrees Samsung deal with first product placement
Staff Reporter
28 September 2012

ITV, FremantleMedia Enterprises, Syco and Samsung have agreed a deal which will see the first paid-for-placement of a product in The X Factor in the UK.

The deal,negotiated by Starcom’s content division Liquid Thread for Samsung. also covers 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 begins 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.

A dedicated The X Factor Android app is also in development, which will become available on the Samsung Galaxy Note II.

Samsung will issue a new phone and tablet to each of the contestants going through to the live stages.

“This initiative is a key part of a wider and integrated multiplatform partnership,” says Mark Trinder, sales director, ITV. “Editorial integrity remains at the heart of what we do, and we feel this is an excellent brand fit.”

Avikar Jolly, head of Brand and Communications, Samsung Electronics UK and Ireland says: “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.”

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