Sony Canada

Challenge

Sony wanted a Video Press Release that would go beyond traditional (and often ineffective) banner ads and pre-roll. They also had to satisfy a number of different stakeholders including Sony Product Managers, Sony’s PR Department, and the company’s corporate mandate.

Creative and Execution

M2O created, wrote and produced the first Sony Video Press Release that was tailor-made to promote the new Sony VAIO L series technology. The content and the style of the press release video was specifically designed to attract Sony’s target demographic, and to promote the product information in a new and exciting way.

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, 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 was the lynch-pin in a extremely successful online product launch for the L-Series VAIO. Within hours of its release, it was picked up by both Engadget and Gizmodo, the two most popular technology websites in North America. The content of the video press release is now permanently archived on the most popular technology websites and will continue to capture audiences.