Samsung Galaxy Note created a place for a new product category, ‘Phablet’, smartphone with a very large display. Despite the fact that the Samsung Galaxy Note was not the first Android device to carry a large display, the Android phablet market was basically non-existent. Samsung’s risk, skepticism with which many have greeted the idea of a phablet at the time, has turned into profit for the manufacturer. The innovative design of the Samsung Galaxy Note II includes a bigger screen and unique accessory, the S Pen. Samsung Galaxy Note II facilitates many interesting and innovative functions such as sketching, note-taking and multimedia viewing, etc., features that no other manufacturer has accomplished. Samsung has proven that phablets can sell well if properly marketed and designed. Samsung Galaxy Note II’s communication strategy was based on Creasumer marketing, a portmanteau of the words ‘creative’ and ‘consumer.’ Creasumer marketing is similar to experiential marketing, but it differs in the degrees of consumers’ participation in the communication processes, sharing and dissemination of knowledge of the products or brands, mostly through the SNS. Samsung Galaxy Note II targeted the ‘creative consumer’, and motivated the target consumer to actively and voluntarily participated in the communication processes.