SBD/Issue 131/Sponsorships, Advertising & Marketing

New Samsung Spots Another Marketing Boost For Lamar Odom

Odom Sees Increase In Marketing Deals
Following Wedding To Reality Star

Samsung Telecommunications America on Friday formally announced the launch of a new ad campaign for its Omnia II mobile smartphone featuring Lakers F Lamar Odom. Samsung's TV and digital spots began airing Thursday during the NCAA men's basketball tournament on local CBS affiliates and Web sites. Media agency Starcom MediaVest Group collaborated with CBS to plan and negotiate the campaign (Samsung). In L.A., Mike Bresnahan noted Odom has been in "three national TV commercials the last two months," including a Taco Bell ad that aired during the Super Bowl and the new Samsung spots. Odom's "new-found commercial appeal can be traced to his wife of six months, reality TV star Khloe Kardashian." Univ. of Oregon Warsaw Sports Marketing Center Managing Dir Paul Swangard said, "I don't think you can underestimate the impact that those nuptials have had on his marketing value. The typical challenge is you're only going to get coverage from the beat writers who cover the Lakers, but he has found a way to get some crossover marketability" (L.A. TIMES, 3/20).

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