The Tab was indeed the rest of the world’s answer to the iPad. In some respects, it was the people’s pad. With the Tab you could run Flash, choose your carrier and fit it in your pocket. You could also video chat. It let you live your life on your own terms. It let you feel free.

The digital units broke as roadblocks on CNN, YouTube, NYTimes and CNET. Because of the success of the digital units, the client decided to make a TV spot within the campaign, so the spot was made after the units launched. The TV was launched in heavy sports programming just before and during March Madness.

The ad units were considered incredibly engaging. The CNET unit had a click-through rate 200% over the category benchmark, and the others were very high as well. Traffic to the Samsung mobile website on the day the units ran was 12x the normal daily average.