Samsung Electric recently commissioned Cyberworks Consulting to undertake development of a website to support the launch of new Samsung MP3 and CD players. Working together the campaign involved an array of digital marketing elements that provided Samsung a highly successful campaign that ran over a period of three months.

The objectives of the campaign were to firstly introduce the new models and secondly to educate consumers about the features and benefits of the products. To achieve this a site was developed that allowed Internet users to enter an online competition by successfully answering questions about the clients' products. Successful entrants were then eligible for a lucky draw each month with the new Samsung MP3 and CD players as the prize. To ensure that there was continuous interest during the campaign period the questions and prize were changed each month.

The site featured very aggressive images that reflected Samsung's position as a young and modern brand, inline with their global campaign. The database of thousands of names collected during the campaign period will also be used by the Samsung for future direct marketing initiatives.