OBJECTIVE:
Engage readers with the ability to use the new features of the Samsung Galaxy Note 10.1 tablet in order to build excitement,
STRATEGY:
Customize Wired.com in real-time within an ad unit� a day of glory for Wired readers. To create excitement around a new tablet from Samsung, Conde Nast Marketing Solutions aligned the product with Wired�s reputation for DIY and trendsetting. The tech world knows Wired as a standard of design, and the product association with the editorial authority helped position the Samsung Galaxy Note 10.1 as it hit the market. Samsung-branded marquee ads, bookending the Wired logo, invited readers to start customizing, opening an interstitial modeled after the Samsung tablet. Using the S Pen stylus to select a color palette and backdrop image, readers watched with satisfaction as the famed Wired logo and homepage updated in real time, according to their specifications. Once tech consumers demo�d the Note in the ad, they clicked out to learn more about the Note�s creative possibilities.
