The Samsung DMB online promotion focuses on the consumers’ understanding of the new DMB devices and publicising the launching product. We especially focused on differentiating the simultaneously released four models from each other by emphasising their strong features as interestingly and effectively as we could. When users run into a strange device, they become curious about it, but tend to feel awkward as well. Taking advantage of this tendency, we tried to stimulate their curiosity and also help them be more active in understanding the new product through the website.