Samsung launched a branded entertainment campaign to promote the launch of the new Samsung Instinct, as well as raise awareness of Samsung Mobile.

The campaign begins today and starts with a Webisode series titled "Break Invasion -- MLB Stadiums" exclusively on Break.com. The campaign targets the 18-34 year old male demographic who view their phone as an "infotainment" device and have sophisticated demands for multimedia and entertainment features such as video, photo, music and gaming.

"The campaign strategy emanated from direction we got from clients," said Keith Richman, CEO of Break Media, the ad agency for this campaign.

"It will focus on highlighting the assets and traits of the new Samsung Instinct and how it could help people stay connected with their passions," he said.

Samsung partnered with Break to create these custom Webisodes that use the new Instinct to capture insider video footage of three Major League Baseball stadiums -- Yankee Stadium, Fenway Park and Petco Park -- and take the viewers on a virtual tour of the park.

The Webisodes highlight the phone's live television, GPS navigation, faster Internet speed and the camera.

The campaign's message is that the phone is "perfect" and that having an Instinct could really augment the mobile experience.

"The campaign will highlight the value of this device, all the ways this device is unique, different and special," Mr. Richman said.

The challenge of the campaign was reaching the male demographic, specifically, and convincing men they can use the phone to record their own experiences.

Another aspect of the campaign is the site at http://www.instinctthephone.com built especially for the phone, outlining its features and benefits.

Banner ads will run throughout the Break Media ad network, driving consumers to a Samsung-branded portal.

"This integrated campaign focused on educating people about the Samsung Instinct," Mr. Richman said.

"It's about showcasing the value this phone can present to you, the sports fan," he said. "We wanted to help them understand its benefits."