Cannes Lions

SUMSUNG MUSIC PLAYER

CHEIL WORLDWIDE, Seoul / SAMSUNG / 2008

Film
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Overview

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Credits

Overview

Description

The core idea of this campaign is to let ordinary Internet users participate and create branded contents.This is the innovative Cable-TV & Internet-based campaign mainly focused on self-interaction between the online-user and branded contents.

Most of all, UCC (User Created Contents) trend (which is widely booming-up across the media in the cyberspace) makes this campaign peculiar.Campaign site contains music tuning guide video (which explains how to tune the guide song) and three music videos of 3 big idol stars produced by Samsung electronics.This campaign has tried close cooperation between the brand and the entertainment business and has using cutting edge UCC trends.

Execution

On cable networks, three music videos of 3 big idol stars produced by Samsung electronics have been released in Music television network like MTV and also these music videos are reproduced as the advertisement of Samsung MP3 and they are broadcasted as advertisements. In on-line, three music videos and MP3 files of 3 big idol stars are shown and are permitted to be downloaded for the event participant and these music videos are also reproduced as on-line banner advertisement. And the promotional advertisement which encouraging the participant of the event-voting and making UCC (user created content), downloading the songs is recreated by using the source of three music video. And also, these branded contents (music video and songs produced by Samsung electronics with idol stars) are released on a music portal site and actually sold by netizens.

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