Samsung has adorned 60 black cabs in London, Manchester and Glasgow with promotions for Robbie Williams' upcoming Take The Crown Stadium Tour and is offering photo-tweeting fans a chance to meet the star.
To be in with a chance of meeting the singer fans must take a picture of one of the cabs and tweet it with a #SamsungRobbie hashtag. Tour-sponsor Samsung has branded 40 taxis in London and 10 each in Manchester and Glasgow.
Simon Stanford, vice president of IM division, UK and Ireland, said: "This is the second time in as many years that we're worked with Robbie Williams and with the tour just about the start, excitement is really building.
"So many of our customers are music fans so this is a great opportunity to tell them about our partnership with Robbie and give them access to him."
Fans who take a ride in any of the branded taxis over the next month can tap their phones against a special NFC pad inside the doors to enter the competition, in which they can win tickets to one of the tour's sell-out gigs if they don't notch the main prize.
In other news from Samsung, the brand recently launched an out-of-home campaign which will bring exposure from 200 Samsung-branded illuminated light boxes over the next year in prime locations. The deal, planned and booked by Cheil UK in conjunction with Rapport, will see media owners remove all other site branding on the light boxes.
Avikar Jolly, head of brand and communications at Samsung UK and Ireland, said: "We are always looking for ways to maximise out media impact and having an illuminated light box which haloes the Samsung brand whatever the creative execution was an opportunity to push the boundaries of OOH we simply couldn't pass up."
Fiona FitzGibbon of Cheil UK added: "We have hand-selected sites to ensure the light boxes are fitted where Samsung's ABC1 audience live and work. Samsung's constant, targeted roadside presence over the next 12 months will give the brand monumental exposure."
Locations for the light boxes include London's A4 Cromwell among city centre locations and will feature the Note II tablet and Galaxy S4 smartphone.