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CNN Intl unveils product integration concept with Samsung Mobile

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MUMBAI: News broadcaster CNN International has created a series of integrated sponsorship billboards for Samsung Mobile that showcases its new Galaxy Note 8.0 around the network‘s ‘News Stream‘ programme, which is sponsored in Asia by the long-time CNN client Samsung Mobile.

The new product integration concept, a first for the network, debuted on 27 May 2013 in the hour-long news programme broadcast every weekday to millions of households around the world. ‘News Stream‘ with anchor Kristie Lu Stout airs on weekdays at 5.30 pm.

Anchored from Hong Kong by the show is powered by the smart use of technology to give viewers a better understanding of the world. The Samsung-sponsored billboards are approximately 10 seconds in length and bookend the programme. In collaboration with Samsung Mobile, they were conceptualised and executed by CNN Ad Sales‘ in-house creative production unit, Turner Commercial Productions.

CNN International Asia Pacific News Advertising Sales VP William Hsu said, "This new campaign delivers Samsung Mobile a significant branded presence alongside CNN‘s award-winning content. Samsung Mobile has partnered with us for more than a decade and we‘re delighted to further extend our relationship with them through this exciting and innovative new campaign."

Samsung Electronics executive VP of the mobile communication division Young Hee Lee said, "This campaign really strengthens our on-going relationship with CNN and, as the leading news network across the globe, it is the perfect brand with which to align our message. ‘News Stream‘ is the place where news and technology meet, and its billboards provide the ideal packaging to present Samsung‘s cutting-edge Galaxy Note 8.0 to an audience of tech-savvy viewers."

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