Sony

The Challenge
Unveil Sony VAIO’s new line of computers in a non-traditional way to drive buzz and to showcase the “total VAIO experience” of performance, creativity/design, innovation and service.

The Approach
Created a 360-degree event that brought to life Sony VAIO’s leadership in the four areas, with astounding acts by Cirque Berzerk (performance), Tattoo Artist Thomas Pendleton of A&E Tattoo Highway (Innovate), Graffiti artists Zulu Kings (Create) and DJ Kiss (Service) – all integrating the new products in their performances.

The Results

• 149 media stories (more than double from prior events), generating 767 million impressions
• Extensive coverage from entertainment and gossip press
• 247,000 social media impressions via Sony blog, Facebook, Twitter, Flickr and YouTube