The ‘Thank You’ campaign by Samsung aimed to make the Internet world a better place by emphasizing the need for consideration. Making clever use of 9 animated characters, the campaign encompassed various channels such as viral, blogs, PR, etc. These visual mascots were used for banner ads and downloadable flash song-and-dance games. The campaign is also a key example of Web 2.0 marketing in Korea, by encouraging influential bloggers and celebrities, as well as ordinary users, to participate in creating a variety of online contents.