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Samsung executed a first-ever custom homepage takeover on EW.com, promoting its Blu-ray 3600 Player.
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Through a rich media 300x250 ad (auto-initiated), Samsung's ad appeared to "consume" the contents of the EW.com homepage into the Blu-ray player.
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The takeover reveals a Samsung message about the capabilities of the Blu-ray Player. After a few seconds (or a user-initiated close) the homepage resolves to its normal state.