Samsung was launching its new MP3 player, the K5, globally. The goal was to have the K5 with built-in slide-out speakers, which gives users the freedom to share their music anytime and anywhere, become the #1 alternative to Apple’s iPod in the MP3 category. Therefore, Digitas’ objective in creating the MPFreedom microsite was to increase awareness among the youth market (M/F 18-34) by developing an interesting and engaging site.