"Samsung and MTV are achieving synergy by working together on a unique partnership to promote the MTV Asia Awards (which will be held in Bangkok on February 5) and the Samsung E630 MTV Asia Awards Special Version phone," said Dr Nattakit Tangpoonsinthana, chief marketing officer, strategic marketing, Thai Samsung Electronics.
Added Sang-Jin Park, regional CEO and president of Southeast Asia and Australia at Samsung Asia, "As an official partner sponsor, the event allows us to network with a niche community of young trendsetters who love music and fashion."
To mark the launch of the campaign, Samsung auctioned off five MTV Asia Awards Special Version Samsung E630 phone, and celebrities were invited to autograph a handful of handsets to be given to needy and disabled teenagers.
Samsung has been carrying out a niche marketing campaign, including 'see-me, feel-me, try-me' activities at strategic locations and gatherings of hip, cool music-lovers aged from 18 to 29.
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