Samsung signs X-Factor product placement deal

Samsung has signed the first paid-for product placement deal with The X-Factor reality TV series that will see its products used by the show’s judges and contestants.

Samsung’s mobile phones and tablet devices will appear throughout the latest UK series of the X-Factor used by contestants and judges.

The deal starts from this Saturday (29 September) when the products will be used during the ‘Judges Houses’ stage of the show. The contestants that make it through to the live stages will be given a new smartphone and tablet device.

The Samsung devices will appear throughout the main show on ITV1 and on the Xtra Factor on ITV2 as well on videos on Facebook and Twitter profiles.

Additionally, an X-Factor Android app is being developed that will be made available on the Samsung Galaxy Note 2 tablet device.

The deal has been agreed with ITV and Samsung with the show’s producers Freemantle Media and Syco Entertainment.

Mark Trinder, sales director at ITV, says: “We’re delighted to be working with Samsung and this initiative is a key part of a wider and integrated mutiplatform partnership. Editorial integrity remains at the heart of what we do, and we feel this is an excellent brand fit.”

Samsung’s deal cements its ties to the talent show after it partnered with judge Tulisa Contostavios and Phones4U for a promotion at the start of the year. It is hoped that that the deal will boost interest in the brand’s products over the festive period.

Earlier this month, Syco Entertainment unveiled a partnership with Sony that will see a pair of X-Factor branded headphones appear throughout the upcoming American version of the reality series.

Observers have noted the slow take up of product placement since it was first introduced on UK television screens last year, but have predicted the marketing method to take off in 2013 as more brands start to use it.

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