The digital campaign developed by agency Tonic includes blogging and video streaming to promote consumer awareness and drive sales for the Bravia LCD TV range across 33 European countries.
Consumers can watch the by Fallon London , which features a cascade of coloured balls flying down the street in San Francisco, on a special website.
The site offers stills and behind-the-scenes footage of the shoot and includes an interview with musician Jose Gonzales, who wrote the soundtrack to the ad, and was supported with a seeding campaign, which encouraged blogging communities to incorporate the content.
The campaign includes video banner advertising in MPU formats.
There will also be an in-depth , which includes information on the products in the new range, alongside Bravia-themed animations and games throughout the Sony consumer site. The push is accompanied by an internal communications campaign, with an interactive sales chart and staff competition.
Iris Kleimann, senior manager of marketing at Sony, said: "No stone was left unturned in incorporating the newest digital media channels available. We hope the campaign will help bring Sony even closer to the technology-savvy consumers we aim to communicate the Bravia launch to."
Media was bought by OMD.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the
_1.jpg)
.jpg)
