Home  › Social › Social Media
sonyvaiopassport

Sony VAIO Connects Facebook, In-Store and World Travel

  |  August 10, 2011   |  Comments

Sony tapped Ignited for a Facebook app with a real-world contest element.

Sony VAIO aims to boost trust in Internet transactions among Latin Americans, and hopes a campaign driving them from Facebook to stores and back to Facebook will help. The company tapped marketing agency Ignited to create a Facebook app with a contest element.

The promotion, "Go Around The World With The S Series,"is for Sony VAIO's S Series laptops. According to Ignited, the idea is to drive consumers through a banner campaign and Facebook engagement ads to the app and to reinforce the contest's prizes - a trip around the world and S Series laptops - while increasing overall brand awareness and generating sales.

Citing research, Ignited said the campaign is specifically focused on consumers in Latin America because they are less likely to purchase online due to factors like taxes, theft and lack of trust. Sony faced a challenge when shifting from traditional to digital advertising because of this aversion in the region.

Even though Ignited Account Director Bree Bandy said she expects the majority of consumers to buy in-store, the goal of the campaign is to initially engage Latin American consumers online in a compelling way, encourage them to go to stores, and then come back online to enter the contest.

sonyvaiofb

"The idea was to make sure consumers got into the store to see, feel, and touch the products and therefore help push them towards purchase online - which is a new experience for most of these consumers," noted Ignited rep Claire Eisenberg in an email.

Focus in the region is broad, targeting Chile, Colombia, Costa Rica, El Salvador, Ecuador, Guatemala, Honduras, Mexico, Panama, Peru, Puerto Rico and Venezuela. It's also focused on a younger demographic - men and women aged 18 to 24.

In order to enter the contest, consumers must go to a participating store and get one of 200,000 VAIO passports. The passport contains product information as well as a unique code. Then, they must go back to the Facebook page to enter the code and fill out an entry form, and submit photos of three things they would take with them on a trip around the world. They also must describe what characteristic of the S Series would serve them best during the trip - in 226 characters or less.

Bandy said judges will choose the top 20 submissions based on originality of photos and creativity of the submission entry. The top 20 will be featured on VAIO's Facebook page in a gallery. The one entry with the most likes will win the grand prize trip around the world with a friend. Four runner-ups will win an S series notebook. As of Wednesday, Sony VAIO had 593,000 fans.

The app also contains an explanatory video and a store finder feature.

"We are already seeing active participation, however it is very early and we have several more weeks in the submission period," said Bandy.

The campaign launched July 29. According to Bandy, submissions will be accepted until September 5, voting will take place between September 6 and 30, and winners will be announced October 7.

Campaign promotion also includes in-store elements in Sony Style stores and in select local country retailers, as well as an online display campaign.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...