Samsung Launches Integrated “Fantastic Four” Campaign

Samsung this week launched an integrated campaign that ties in with its product placements in the “Fantastic Four” movie and video game. Taken together, the properties feature over 40 product placements for Samsung TVs, phones and other products.

Online ads will appear on approximately 425 consumer and college newspaper Web sites, including EW.com, People.com, Forbes.com and CornellBusiness.com. A TV and print campaign will break over the holiday weekend and steadily build through the film’s release.

Banners direct users to Samsung’s “Fantastic Four” Web site, which features art from the film displayed on a Samsung DLP TV. The site has four activity buckets: sweepstakes, downloads, a link to watch the TV spot, and information on Activision’s game, to be released Tuesday.

Cheil Communications America handled creative. Media planning and buying were managed in-house and overseen by Peter Weedfald, SVP of consumer electronics and corporate marketing in North America,

The campaign’s cost was in the millions, the company said but declined to elaborate. The 30-second TV spot and print ads feature branding from Samsung’s retail partner, Best Buy. A longer 60-second spot running in 7,000 theaters features footage from the movie shown on the screens of Samsung cell phones and TVs, and will have Texas Instruments branding to promote the DLP technology both companies provide to movie theaters.

Samsung plans to reprise the campaign, including interactive components, when the “Fantastic Four” DVD is released, Weedfald said.

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