Shucking off his burdens as a college student freed up more creative energies for Park’s third album Summer Jingle Bell (1997). The single “She Was Pretty” combined catchy lyrics with a compelling dance beat to become a monster hit, winning Park a songwriting award and making him a fixture on the K-pop scene. SK Telecom tapped Park to promote its 3G cellular service launch later that year, giving Park the chance to show pop’s power to tap the spending power of young consumers. The campaign’s success in signing up almost twice as many subscribers as the initial target of 1 million was credited to Park’s efforts.