Samsung, in an effort to appeal to the social media-savvy demographic of kids and teens, has entered into an unexpected sponsorship deal with one of the most popular influencers on the internet, MrBeast. The ground-breaking sponsorship deal has the potential to reach millions of kids and teens across the world and help Samsung combat the iPhone’s dominance in the mobile phone market.
The deal is just the latest in a line of moves by Samsung in its efforts to get kids and teens away from using Apple’s iPhones. Samsung’s strategy has been to highlight the differences between its products and Apple’s to appeal to the “pop culture” crowd.
And it looks like the strategy is working. The company recently experienced record sales numbers in the US, cementing its position as the most popular phone provider in the country.
At its core, Samsung’s move seems to be signaling an acceptance of the younger generations’ embrace of the latest trends of social media popularity and the challenges brands now face to market to them. While iPhones still hold some sway over younger generations, Samsung’s move to partner with someone like MrBeast shows that the company is willing to take risks to reach those younger customers.
MrBeast’s partnership with Samsung is much more than just a sponsorship; it’s a full-on marketing campaign. MrBeast will be using his channel to create content promoting Samsung devices. He will also likely make appearances in other forms of traditional media.
For its part, Samsung gained access to one of the most successful influencers on the internet – someone who can push an untold number of Samsung devices to more kids and teens than ever before. With his celebrity reach and access to his millions of loyal fans, MrBeast is a powerful ally for Samsung.
It remains to be seen if this new sponsorship will be enough to lure kids away from iPhones, but it certainly can’t hurt Samsung’s efforts. The company is certainly hoping that this move will be the one that finally tips the scale in its favor and puts kids and teens in the Samsung camp.