RMM

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Case study summary

Delivering buzz in high definition

Client details

Sony Europe, Sony Blu-Ray

Background, Objectives & Challenge

Having championed Blu-Ray as the high definition video format over HD DVD, Sony’s project objective was to ensure their brand became synonymous with the Blu-Ray technology.  Their challenge was to  generate discussion around the key technical benefits of the Blu-Ray format and specifically Sony’s Blu-Ray players in order to increase  interest, consideration and recommendation amongst customers and prospects.

Approach / Solution

The first element of RMM’s approach was to optimise and distribute a range of interesting digital assets (produced by Sony’s traditional marketing activity) under a Creative Commons license across social media platforms such as YouTube. This provided explicit permission for enthusiasts and consumers to share and remix the digital assets as they pleased.

Secondly, RMM developed shareable, digital tools around the Blu-ray product. These included an iCal application which automatically populates the user’s calendar with release dates of forthcoming Blu-ray titles, and a tool which enables users to see the amazing capacity of Blu-ray discs at different compressions.

Results

The related buzz from these activities generated over 81,000 views (and counting) on YouTube of the distinctive Blu-Ray TV commercial.

Links

Sony
Blu-Ray commercial