To generate discussion around the launch of Sony Blu-ray, we developed and distributed digital tools and content under the Creative Commons license to allow people to play with, remix and share these assets.
Championing Blu-ray as the high definition video format over HD DVD, Sony’s next step was to ensure that Blu-ray technology become synonymous with their brand. Our challenge was to strengthen this association by generating online discussion around the new format and players.
To generate discussion around the technical benefits of Sony Blu-ray, our approach was to optimise a range of Sony’s marketing assets to release online under a Creative Commons license, for people to share and remix as they pleased.
We also developed an interactive tool demonstrating the capacity of Blu-ray discs at different compressions and an iCal app to populate a user’s calenders with new Blu-ray releases.
The buzz from these activities generated more than 81,000 views (and counting) on YouTube of Sony Europe’s distinctive Blu-ray TV commercial.
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