Social Media Campaign Review: Sony Vaio BBX Campaign

The Sony Vaio BBX campaign is designed to promote the VAIO F15 which is the prize on offer. An interesting campaign targeted at the youth, it takes Sony’s “make.believe” message based on the belief that dreams can be made into reality to another level.

Objectives

The campaign puts the spotlight on the VAIO F15, a travel-friendly laptop, designed for those who want to capture their on-the-go lifestyle without compromises. In keeping with its image as a premium electronics brand, Sony a leader in audio, video, communications, and information technology products for the consumer and professional markets propounds its core belief “Believe that anything you can imagine, you can make real” time and again.

With the Sony Vaio BBX campaign it does the same.

Implementation

Hosted on a dedicated app the Sony Vaio BBX campaign will wind up on 31^st July, 2013. To participate (as a team or an individual) you are required to submit a Beat Box Video.  Click on the Participate tab. Fill in the form details and submit our YouTube video link. Video submitted must be your Beat boxing performance.

Remember: You can upload only one video and once the video & related details have been uploaded the same cannot be changed. Video must be YouTube video only.

How You Can Win?

Make your video entry popular enough to beat other participants. More the number of votes, greater the popularity.

5 participants will be shortlisted based on the number of votes and adjudged by a Jury.

The shortlisted participants will perform the song “Moves like Jagger” live on Sony India official Google Hangout channel in front of the Shlomo on 8th August, 2013

The Prize: Winner gets a VAIO F15

Positives

The campaign is interesting and designed to capture the imagination of the youth. It puts the spotlight on performances and gets participants to step out of their comfort zones. It is well coordinated across major online platforms and social media networks through Facebook, Twitter and YouTube. User generated content is the core of this endeavour.

The Facebook page and Twitter profiles of the brand are abuzz with updates and promos of the campaign ensuring that people are kept engaged and interested. Hosting the campaign through a Facebook app makes sense when you have 1.4 million likes for your Facebook page!

Short listing is fair based on votes and decision of a panel/jury. The shortlisted participants will perform the song “Moves like Jagger” live on Sony India official Google Hangout channel in front of the Shlomo on 8th August, 2013, which takes care of the offline angle to some extent.

The campaign consolidates the core brand values of Sony, “Believe that anything you can imagine, you can make real”. It extends traditional media on to the digital platform by supplementing TVC with digital media. In this way Sony has managed to keep its brand message consistent on all platforms.

Scope for Improvement

As colleges across India have just reopened for the new academic year some offline promotional events at campuses across major cities at least would have supplemented the campaign well. Even timing this campaign around Friendship Day (early August) might have helped garner greater attention and attract better participation. Some buzz on Twitter would have helped as well.

Conclusion

With this innovative campaign Sony supplies participants with the tools of the future to make their ideas a reality. This is in keeping with the essence of the brand. A unique endeavor which puts the spotlight on beat boxing, which might sound foreign but interestingly is very Indian as “bol”, is one of the two earliest forms of a vocal performing art; Sony has chosen the right theme for its campaign.