Rob Fields: 6 Lessons From Samsung's Jay Z Partnership
Can a brand, even one with billions in its marketing budget, afford to only do "statement" marketing with its most visible partner?
$20 million doesn't seem to get a global brand much these days. At least, not yet.
That's the amount electronics manufacturer Samsung paid to get into business with rapper-turned-businessman-turned-global-cultural-icon Jay Z. Tying launch of his new album, Magna Carta. . .Holy Grail, to the company's new S4 handset is an impressive feat of statement marketing–Hey, Apple. We're coming for you!–but beyond that, what did Samsung really get? Both the album launch and the “Picasso Baby” video came and went, and I can't get “99 Problems” out of my head: Samsung, I feel bad for you, son. With no insider knowledge of the relationship, here's what I've seen thus far: