brand transference

How Amy Adams and Kevin Costner persuaded me to buy a Smart TV

Samsung’s new HD Curved TV ad is a huge success. I am curious on how they will translate this campaign to digital marketing as well.

Using snippets from movies and TV is an old trick, but it goes over very well when done right – which it is here.   The key learnings for how to do this take into account infotainment and Brand transference.   

Infotainment is rather simple, it’s when we are both educated and entertained with a message.  By using entertainment clips for a new product, this is done by default.

Two, brand transference employs that by seeing Amy Adams or scenes from Jurassic park, the emotional feelings from that movie are carried over to this new product launch for Samsung.  A consumer gets to transfer feelings from one experience to a new product, rather then having to start from scratch.

Using these two methods, they have crafted an effective and beautiful ad.  Im sure they had to pay a lot of licensing fees, but I assume they will have plenty of awareness for their product.  We will have to see if consumers flock to retail establishments to consider it for purchase.  The TV market in general has been undergoing fragmentation between which next smart features are needed for 2015 and beyond.   The curved form factor of the TV also may be problematic for families who wan  multiple best points of viewership.

ps. As an aside, I find it fascinating that TVs have gone from convex to flat to concave in the course of 10 years.  

 

 

Magna Carta Jay Z Album Marks Milestone in Corporate Collaboration

jay z samsung magna carta

What does it mean that major albums are co launched by a mobile company for an artist?  Jay Z teased the release of his Magna Carta album today signifying a milestone in artist marketing.  The video above showcases tracks, producers, and story, but its presented by Samsung Galaxy.  More and more we are seeing corporate endorsements of the changemakers and creatives of our times, and I personally am intrigued on how this awareness and shift in paid media dollars will effect content creation.  What does it mean when a new album from the heart is cosponsored by a secondary brand ?  This is commonplace in sports, and social entrepreneurship, but music has usually only maintained this relationship after the fact. Ex. Tailor Swift and Pepsi.  However, to co associate your personal brand with a tech brand seems like a new frontier in a pre launch environment.  Do you think any other artists will follow this trend?   Or for a brand like Samsung, maybe this is the best time in the “hype cycle” to endorse a product / person to get the maximum brand transference to impact their bottom line. What do you think?

-Patrick

ps. The other interesting note is that he teased the announcement using imagery via social media.  More and more, Artists and personal programming channels are being used to interact with fans wtih RTM ( real time marketing ) rather then relying on older PR channels and wire services.

magna carta jayz magnacarta jayz samsung Picture-3