Sony is using the power of blogs and viral marketing to drive its latest advertising campaign.
The new ad – being dubbed ‘Sony Foam City’ - sees Miami drowned in foam and is being used to promote the Sony Handycam and Cybershot.
The work from the brand’s retained agency Fallon, follows such ground breaking ads as ‘Paint’, which saw a housing estate being doused in a kaleidoscope of colour and ‘Play Doh’, featuring hundreds of rabbits taking over Manhattan.
Details of ‘Play Doh’ appeared on the web in advance of the ad being screened after bloggers took photos of the New York shoot.
However, this time Sony has embraced the power of the web in creating a buzz in advance of the ad’s launch by inviting 200 visitors including bloggers to the shoot.
They were provided with the latest Sony equipment to capture the event, faced with the advance of the soapy suds.
The shoot involved the world's largest foam machine, covering Miami in two million litres of foam every minute.
The strategy echoes the viral activity that spearheaded the marketing campaign for the blockbuster movie, ‘Cloverfield’.
Short clips were leaked onto the internet in advance of the launch of the movie, creating mass speculation before the opening weekend.
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