Samsung brings LMFAO to Malaysia

YOUTH MARKETING   SPONSORSHIP   SAMSUNG 

Malaysia -  As a part of its latest branding activity, Samsung will be bringing popular band LMFAO to Malaysia.

While the brand did not disclose the sponsorship amount, Lee Jui Siang, director of mobile phone and digital imaging business units, told A+M : "Sponsoring LMFAO LIVE IN MALAYSIA 2012 is an investment by Samsung to provide a dynamic, exciting platform with which we can continue to build our relationship with our customers"

Speaking more on the target audience, Lee said the majority of LMFAO's fans, who are under 25 years of age, are the same target group of the Samsung GALAXY Y, which aims to reach out to young people with a passion for music.

Samsung will run an intergrated marketing campaign that spans from print, radio ads, on ground events to a very strong digital campaign .

"Part of the digital campaign is an online video contest. We hope to have some really entertaining videos submitted. Samsung is inviting members of the public to send in videos of them imitating the whacky LMFAO duo, but with a Malaysian-style twist. The three best videos will win the chance to meet LMFAO and be a part of their entourage whilst they are in KL," added Lee.

Samsung also intends to increase its brand presence before and during the concert to create buzz online to engage Malaysian youth and drive traffic to its website using Facebook, YouTube and twitter.

"In all communications, the Samsung brand is very prominent.  In addition, our identity will be very visible at all on-ground events including at the concer," Lee added.

The LMFAO LIVE IN MALAYSIA 2012 will take place on 29 March at Sunway Lagoon.

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