By Iain MacMillan on September 1, 2007
Taken from Contagious Magazine, 31st August 2007:
Sony has created a campaign embracing experimentation and branded utility online through the creative commons license and a variety of widgets and online videos to promote its new Blu-ray Disc Player.
The campaign has been overseen by digital strategists RMM London, and will build slowly, with exclusive access to content being initially granted to influential bloggers. The site offers a variety of assets, such as a Blu-ray flash player, which will show the videos online and allow users to embed the player into their own blogs and sites. James Kennedy, general manager for Communications Europe at Sony comments: ‘By creating assets available exclusively online and licensing them under Creative Commons, we are encouraging increased interaction between Sony and our target audience.’
Leo Ryan, partner at RMM, explains that the campaign aims to target online influencers, via specific content for specific groups building buzz gradually. He told Contagious: ‘This is not about one big shout at an audience, it’s about creating a number of communications. Our entire communications strategy runs online and is about getting information to the right groups at the right time.’
Posted in Clients, Consumer electronics, Entertainment & Leisure, Press, Stories
Iain founded RMM in 2006, with the objective of providing good, strategic advice across all areas of digital and social media. Nowadays, the focus is entirely social and involves the provision of more than just advice – insight, inspiration and expertise in social media. Iain leads the strategy development and training teams on most client projects.
He specialises in leading client strategy projects in a number of sectors, including finance and gambling, where RMM has conducted studies into social behaviour in highly regulated environments. He also leads projects for travel sector clients, a sector in which RMM works in partnership with eCRM sector specialist, Spike Marketing. They work together across a number of clients, most recently including Neilson Holidays, Thomas Cook’s ski and active holidays division.
Prior to RMM, Iain spent five years helping to run the web design business, Tonic, winning and managing accounts such as Vodafone, GE, GAP, MTV and Barclaycard. Before that he worked at Tribal DDB London, working on Volkswagen before heading up the Victor Chandler, Sony Europe and Guardian accounts. And before that he had a colourful career in music promotions, running the annual Soho Jazz Festival in 1997.
Iain spends quite a large amount of time trying and failing to explain to his long-suffering wife why he really loves golf, seventies hard rock and eighties pop. She remains none the wiser.
