Sony BRAVIA LCD TV - Balls: Making the BRAVIA brand famous through effective social network media

This 2005-06 campaign to launch the Sony Bravia LCD TV set out to target digital influencers, who would then in turn influence more mainstream consumers.
Agency: OMD TonicAuthors: Fred Whitton and Leo Ryan

Sony BRAVIA LCD TV – Balls: Making the BRAVIA brand famous through effective social network media

EXECUTIVE SUMMARY

There is an ongoing increase in media fragmentation amongst media literate audiences and the control these audiences have over their media consumption. As a result it is becoming increasingly difficult for brands such as Sony to reach consumers with a brand message.

In this environment blogging is emerging as a significant medium, not just for the sheer numbers involved and the speed of its growth but also for the influence that...

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