"Tab Taxi" is used to introduce the product to the consumers in a more engaging, but practical sense. Pulling in two popular local comedians as taxi drivers, they travelled in the Tab Taxi, picking up random passengers on the street to give them a hands-on experience with the Galaxy Tab. The dialogue between the comedian and the passenger is filmed in a "reality TV" style. After launching the microsite, Tab Taxi's Twitter account was opened to enable people to book a free ride on the Tab Taxi.

The microsite garnered about 1.5 million views, and over 1.2 million visits. On the Tab Taxi Twitter, nearly 2,000 requests were made for a ride in the Tab Taxi. There were over 3,000 followers, 3,000 retweets, and 8 million views within 2 weeks. Users voluntarily spread Tab Taxi videos online. As a result, the uploaded films attracted nearly 6.5 million views. Global marketing and advertising magazines have featured the Tab Taxi campaign as a case study and creative review. Campaign Asia-Pacific and Marketing-Interactive introduced the campaign in several published articles.