The consumer electronics giant has contacted agencies with a brief to provide strategic direction, web design and online advertising services. In the past, Samsung has worked with digital agencies including AKQA and AI London.
In July, its mobile division launched its first viral campaign, a penalty shoot-out game to drive registration to the Samsung Fun Club, an online area giving members access to mobile content, events, music offers and competitions.
For its range of electronics products, AKQA produced a campaign website called Freestyle, which linked the brand with skateboarding, surfing and snowboarding.
Although it has recently updated its website to allow photo-blogging tools and rich-media product demos, Samsung has been more proactive in using digital marketing outside the UK. In January, it launched Anyfilms, an online initiative created by Fallon's digital arm, Hyper Happen, and the New York agencies Drill and MFP.
Samsung was unavailable for comment as Campaign went to press.
The site, at www.anyfilms.com, hosts film produced by young Hollywood directing talent, and has an interactive element that allows viewers to influence how the stories end.