Product Launches
Sony Video Press Release
CHALLENGE
Sony wanted to hear new ideas for an online initiative that would go beyond traditional (and often ineffective) banner ads and pre-roll. They needed an innovative online strategy that would highlight new Sony products to a tech-savvy online market. They also had to satisfy a number of different stakeholders including Sony Product Managers, Sony’s PR Department, and the company’s corporate mandate. Additionally, a strategy would have to be conceptualized, produced and deployed.
STRATEGY
M2O Digital Agency’s approach was to create an innovative press release campaign that incorporated video, social media, and online distribution channels. We conceived and produced Sony’s first-ever video press release and deployment strategy. The video press release (in addition to traditional press release avenues) would be groundbreaking, and would reinforce Sony as an industry leader both for their products and their marketing initiatives.
The video press release would be tailor-made to promote the new Sony VAIO L series technology. The content and the style of the press release video would be specifically designed to attract Sony’s target demographic, and would promote the product information in a new and exciting way. Additionally, the video press release would include a deployment strategy specifically designed to gain maximum appeal from social media and technology websites.
CREATIVE AND EXECUTION
We worked with all stakeholders (product managers, executives, etc.) to ensure the Sony VAIO brand was always handled with care and in a responsible manner. We created, wrote and produced the first Sony Video Press Release, and also created a deployment strategy that would harness the power of social media and attract the largest number of viewers from Sony’s target demographic: tech-savvy, affluent early adopters.
RESULTS
Sony’s video press release immediately became the most successful online product launch in Sony Canada’s history. Within hours of its release, it was picked up by both Engadget and Gizmodo, the two most popular technology websites in North America. Demand for the new Sony VAIO L series in North America exceeded all expectations. The content of the video press release is now permanently archived on the most popular technology websites and will continue to capture audiences.
THE TESTIMONIAL
“M2O developed a video press release to announce our new touch screen Sony VAIO PC. By effectively showcasing the interactive features of the product and how it fits into the home as an entertainment hub, the video quickly spread online, creating awareness and generating buzz and excitement for the new product.”
- Candice Hayman | Public Relations at Sony Canada