Sony tries fashionable tack in new Vaio debut

NEW YORK: Sony Electronics recently sent fashion models onto Manhattan's streets for the launch of its new Vaio P Series notebooks.

NEW YORK: Sony Electronics recently sent fashion models onto Manhattan's streets for the launch of its new Vaio P Series notebooks. The effort, aimed at “fashionista” men and women alike, was dubbed the company's first Fashion Week marketing campaign. It will last through February 14, aligning with New York's Fashion Week.

“Live mannequins,” dressed in designer gowns and posing with the notebook, began appearing at venues across the city on January 30.

“We wanted to create a concept that lives,” said Ken Byers, messaging manager of corporate marketing at Sony. “We want to reach both men and women. Men were early enthusiasts and picked up this product naturally. The purpose of this campaign is to go after fashionistas who are really interested in the beautiful design of the product.”

At events, the models blog, update Facebook profiles, and IM with consumers from an extra notebook on-site.

Byers said Fashion Week was an ideal way to build up the buzz of the products, which was unveiled at CES last month. The notebook became available to consumers February 1.

To nationalize the launch, Sony unveiled a Web site featuring video and photos of the “installations” on February 1, with content uploaded “as it happens,” added Byers.

Sony, in partnership with Paper Magazine, clothed the models in dresses by up-and-coming designers vetted by the title, including Libertine and Katy Rodriguez. Paper will also assist with an event for fashion and media influencers on February 11 at the Sony Style flagship store.

Sony's creative AOR, 180 Los Angeles, led the effort. Support was also provided on a project basis by Ruder Finn, including media outreach to outlets such as fashion and mainstream news. Jack Morton also pitched trade titles and had over-sight of the event's logistics.

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