Pantech is Korea’s third-largest mobile handset manufacturer and has received industry-wide recognition for its innovative handset designs. In an increasingly crowded smartphone marketplace, Pantech asked Worktank to handle the nontraditional campaign for the Matrix Pro, a stylish new smartphone with an original two-keyboard design. The challenges: Pantech was not a well-known name among consumers in the target audience, and the Matrix Pro’s unique form factor defied easy description.

The Matrix Pro was aimed at young adults looking to step up from messaging-only devices to the power of a true smartphone. To reach this audience accustomed to staying in touch with friends and family via multiple channels, we took cues from the burgeoning world of social media as we mapped out our overall strategy. Social networking sites like Twitter and Facebook, a dedicated blog, a “viral” video, and a sweepstakes that depended on user-generated content all became part of the campaign mix.

The flagship deliverable of the campaign was PantechMatrixPro.com*, a microsite dedicated to all things Matrix Pro. A regularly updated blog on the site kept content fresh with tips and tricks, links to unboxing videos and reviews, and other items relevant to current and potential Matrix Pro customers. A Twitter-based sweepstakes, or “Tweetstakes,” capitalized on the exploding popularity of Twitter to put a twist on the standard promotional giveaway contest—participants were encouraged to submit clever responses to daily questions for a chance to win prizes and see their quips published on the blog. Presences on Facebook and MySpace further embedded the Matrix Pro in the online world.

We determined early on that the Matrix Pro’s form factor made for a compelling hands-on experience for people encountering the phone for the first time. As a way of capturing this experience so that it could be shared with consumers who might not have had a chance to play with the phone in person, we created a 30-second video spot that highlighted the first-time reactions of people on the street to the Matrix Pro’s unique form factor and feature set. The video was then posted to YouTube, Facebook, and other locations online.

Rounding out the overall campaign was an online strategy employing rich media, Flash, and video preroll in custom sizes and with outside-the-box site placements like site re-skins.

The campaign accomplished the goal of using social media to forge links with individual consumers on a level not usually found in traditional campaigns, with some Tweetstakes participants even expressing thanks and farewells once the contest came to an end.

*site is no longer live.