Sony Electronics generates buzz for Tablet S

SAN DIEGO: Sony Electronics will conclude its multifaceted social media campaign, #CatchTheTablet, in Seattle today.

SAN DIEGO: Sony Electronics will conclude its multifaceted social media campaign, #CatchTheTablet, in Seattle today.

The company launched the effort earlier this month to promote its Tablet S product to consumers and generate buzz before its September 15 launch. It used a combination of media relations, social media and a small amount of advertising to promote the campaign and encourage consumer involvement. Atomic PR supported the PR components of the campaign.

Sony representatives and street teams traveled to Miami, San Francisco, Chicago, New York and Los Angeles this month to introduce consumers to the product and give them a chance to win one by interacting with the brand through social media. The company has used its Facebook and Twitter accounts to give consumers hints about the tablet's whereabouts.

“We knew it was critical to get this product in front of consumers and let them play with it, interact with it, and let them see how cool it was and different from the other tablets on the market,” said Marcy Cohen, social media lead at Sony Electronics.

Sony preselected the five city destinations, and consumers picked Seattle as a “mystery city” through a vote.

“People got really excited about being able to have an impact and decide where the tablet was going to go,” said Cohen, adding that a goal of the campaign was to generate excitement about the product and brand among consumers.

To enter to win one of 50 tablets, consumers could either take a picture with the product and tweet it with the hashtag #CatchTheTablet, or send a message to Sony Electronics on Facebook.  

The company included the Facebook option because “not everyone wants to necessarily broadcast what they are doing all the time,” and “even though Twitter in our social media world is rather ubiquitous, not everyone has Twitter,” explained Cohen. She added that Facebook seemed to resonate with consumers based on increased traffic to the social media channel.

Thus far, Sony has seen an 8% increase in Facebook fans and 4.5% growth in Twitter followers. Nearly 10,000 consumers entered the contest during a two-week period.

“The vast majority who entered were on Facebook,” said Cohen. “I think it speaks to the pervasiveness of Facebook and of Twitter as more of an influencer-type of tool.”

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