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Lil Wayne Helps Samsung Reach Viral Success

"We didn't just want to find a way to tap into popular culture, but to create culture."

Samsung

How do you prove to the public that the Galaxy S7 is waterproof? Samsung’s strategy is simple: Get one of the most well-known living rappers, Lil Wayne, to show off its smartphones capabilities in the most over-the top way possible.

“One of the things for us as we launched this new campaign was to tell the Samsung brand story in new and humorous ways people can engage with,” said Marc Mathieu, chief marketing officer at Samsung Electronics America.

And, the tech brand did just that. In a recent series of commercials for the Galaxy S7, Wayne is seen pouring champagne on the phone and dunking it in a fish tank — all without the phone shorting.

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This article originally appeared on Recode.net.