Marketing Challenge

Samsung decided to enter the digital marketplace as its major push into consumer electronics in the United States with Yepp MP3 players, digital televisions and DVD players.  The marketing challenge was to find a way to differentiate Samsung from other consumer electronics companies that were much more established in the marketplace.

The Results

Using the theme of “Digital Playground”, create a virtual digital playground where Samsung consumers could fully experience their digital products with new and cutting edge content available to them at no cost.  Samsung created a website that was one of the first corporate sites to offer free musical digital downloads from a range of artists as well as provide streaming video of musical performances as well as implementing exciting consumer promotions.  The website was supported with print ads, brochures and radio spots that used the “Digital Playground” as a theme.

Click to hear radio spot

© Samsung