Approximately 20 percent of the views for a viral video campaign supporting the new Samsung Galaxy SII are taking place via mobile devices.

As of Sept. 10, the video had 3.6 million total views, 800,000 of which came from a mobile device, or 22 percent of views. By Sept. 16, the video had a total of 5.9 million views and was the number one rated video on the FreddieW channel.

?The phone is positioned as the best device for mobile entertainment because of how good the screen is and the audio,? said Paul Kontonis, vice president and group director of brand content at Digitas, Boston. ?The screen is bigger than the iPhone screen, the colors are better, the apps are awesome and it uses the latest version of Android.

?We wanted to bring to life the feature of the phone and we wanted to make it entertaining,? he said.

Samsung worked with digital agency Digitas to develop a campaign that would communicate why the new Samsung Galaxy SII device is the best phone for mobile entertainment, whether a user is watching a video or playing a game. The resulting viral video was partially shot using a Samsung Galaxy SII phone and appears on YouTube as well as a microsite.

Behind the scenes
Digitas enlisted the help of the creators of the FreddieW YouTube channel, Freddie Wong and Brandon Laatsch, to shoot a video using the phone. The FreddieW channel showcases videos about the gaming life and has attracted 380 million total upload views since being launched a year ago.

The result is the video ?Gamer Commute,? which depicts the everyday life of a gamer, with recognized gaming elements incorporated into his commute to work.

For example, in one scene he crosses the street like Frogger, running in between cars on the road.

The last screen on the video thanks Samsung for providing Galaxy SII phones for the shoot.

An ad for the Samsung Galaxy SII appears next to the video. Users who click on it are taken to the microsite for the phone.

?We worked with Freddie on a video concept where he would use the phone to shoot parts of the video alongside his high-end equipment and you cannot tell the difference between the footage,? Mr. Kontonis said.

The video went live on Sept. 10 on the FreddieW and FreddieW2 YouTube channels.

Beginning this week, the video will be promoted with a YouTube homepage masthead ad featuring clips from the video.

The video is also embedded on a microsite for the Samsung Galaxy SII using the YouTube player, which enables Samsung to leverage the social aspects of YouTube, including tie-ins with Facebook and Twitter.

There is also a behind-the-scenes video which shows how Gamer Commute was made, including showing the Samsung Galaxy SII being attached to rigging for filming purposes. That video has received 366,000 views.

The Samsung Galaxy SII launched on Sept. 9 from Sprint and will be rolled out to T-Mobile and AT&T soon.

"At the end of the day, this is all about getting phones in people?s hands,? Mr. Kontonis said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York