Sony Electronics: Sony 4K Ultra HD TV launch

This case study describes how Sony Electronics used mobile media to target affluent US consumer electronics shoppers by building awareness and desire for its new 4K Ultra High Definition TV via Amazon.com.

Sony Electronics: Sony 4K Ultra HD TV launch

Campaign details

Advertiser: Sony ElectronicsAgency: UM and Amazon Media GroupCategory: Cross Screen Advertising Region: North America

Strategy

SONY's strategic objectives were to:

  1. Build awareness and desire for the new, premium product line: 4K Ultra High Definition TV
  2. Educate consumers about 4K and SONY's 4K technology
  3. Energize consumers to talk about SONY 4K TVs

On average, electronics shoppers read 11 reviews before making purchases. Not all reviews are equal- 84% of electronics shoppers trust consumer reviews on Amazon.com the most (more than professional reviews). 30% of...

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