Samsung Mobile challenged MFP to create an online presence that would position Samsung as an innovator in product and content development and also as the leader in bringing 4G-technology and entertainment based content to today’s consumers.The solution was anyfilms.net, a site that invited viewers to create their own versions of a multi-perspective story with 11,000 variations. Once completed, films could be emailed to cellular phones. While initially targeting cutting edge and tech savvy consumers, through blogs, newsgroups and word of mouth, a more general and global audience emerged.