This is kinda nuts and takes the concept of branded content to new levels. Samsung and Jay-Z have jumped into bed for a new twist on endorsement/branded content with his new album release (4th July) – Magna Carta Holy G...
This is kinda nuts and takes the concept of branded content to new levels. Samsung and Jay-Z have jumped into bed for a new twist on endorsement/branded content with his new album release (4th July) – Magna Carta Holy Grail.
Branded content isn’t anything new really, you see it a lot all over the joint, Signature Films are one example sure, but this example from Jay-Z and Samsung is at the top of the pile. Why? Along with Samsung using Jay in parts of their marketing, etc they’ve also gone and purchased 1 million copies of Jay-Z’s coming album (at $5 each) and plans to give them to Samsung Galaxy smartphone users for free – 72 hours ahead of the release. Can u imagine selling $5mil of something before anyone has seen/heard/touched anything? That’s some smart thinking right there from Mr Carter.
Apparently it’s all part of a bigger endorsement deal between the two, Jay was just smart enough to leverage the deal to hit new customers and not just be a billboard – it’s almost the opposite, is Samsung the billboard in this instance? Samsung are leveraging Jay to access a whole new audience and just look around the net at all the sites/people talking about this exercise – it’s probably already half way to paying for itself via media earned. It’ll be interesting to see how Samsung roll out their plan – new product on July 4th? headline sponsor for world tour of #magnacarta?
I’m not entirely sure what I’m trying to communicate here, but what’s happening is both really impressive and interesting. Maybe I’ll come back and write more about when my brains working but for the first time since smartphones became reality I’m wanting a Samsung for no other reason than to be a Jay-Z groupie and get the album first (minus any leaks of course).
Anyway, once you’re down watching the clip, head over to the Magna Carta site. One thing’s for sure, album roll outs are becoming a whole lot more interesting this year – Daft Punk, Kanye and now Jay – all doing new things in an old space. All three have been on the offensive rather than defensive with activations that align with and embrace the youth of today — my buzzword usage there was real strong, haha