Miguélez-Juan B. , REBOLLO BUENO, SARA
No
Vis. Rev. Rev. Int. Cult. Visual Rev. Int. Cultur.
Article
Científica
0.128
01/01/2023
2-s2.0-85147764096
The market is saturated with messages, a multitude of brands and products want to be present in the minds of the youngest consumers. The "app generation" is becom-ing more and more demanding, however, it is easier to reach them through music and video clips. Samsung's strategy to achieve its goals has been to use two up-and-coming music artists as the brand ambassadors. They have integrated the new smartphone devices into both the music videos and the creation of their songs to organically and directly reach their target audience. © GKA Ediciones, authors.
Advertising; Brand ambassadors; Brand placement; Music; Music video; Samsung; Social media