Sony Combines Social and Local for Successful Product Launch

social media case studiesSony Electronics makes tens of thousands of products. But the launch of its Tablet S – going head to head with Apple’s iPad – called for something special.

Adding to the pressure, Sony’s social media team had a relatively small budget for the project.

With a creative mix of social media and in-person events, Sony brought out thousands of people to locations to “Catch the Tablet” and tell their friends about it.

Most notably, the campaign created buzz that inspired 1,000 clicks from Facebook to the Tablet S pre-order page, making it the most successful social media effort yet for the company.

sony catch tablet adobe

A Sony fan "catches" the company's new Tablet S.

Organization: Sony Electronics

Social Media Handles & Stats:

Highlights:

  • Sony tracked 41,437 engagements on the Catch the Tablet Facebook tab, including poll votes, clicks, shares and image and video views.
  • The contest collected 8,800 eligible contest entries.
  • The campaign inspired 1,769 tweets with the #CatchTheTablet hashtag during the campaign period.
  • Sony’s Facebook fan base increased by 8% and its Twitter following by 4.5% during the campaign.
  • 1,000 clicks were tracked from Facebook to the pre-order page on Sony’s website.

How Do You Create a Viral Campaign?

At Sony Electronics, a team of seven is dedicated to supporting the company’s thousands of products with social media. Understandably, the team focuses on select high-profile products, and the Tablet S was one of the biggest yet.

sony tablet

The Sony Tablet S launched in mid-September.

“We wanted to increase awareness of our Tablet S, generate buzz in advance of the launch and drive in-store visits to Sony stores and dealer stores,” said Marcy Cohen, head of social media at Sony Electronics.

“It was an interesting challenge for us to generate awareness before product availability and the only way to do that is by letting people touch and play with it,” she added.

The goal: get as many people as possible to try the Tablet in person and encourage them to tell their social networks – in short, go viral.

Step 1: Get people to show up

Working with Atomic PR, Sony came up with the “Catch the Tablet” cross-country tour. Starting two weeks before the launch, fans could try the Tablet in one of 32 Sony stores or at specific locations in select cities nationwide: New York, Miami, San Francisco, Chicago and Los Angeles.

Fans would decide the sixth city on the tour by voting from among Seattle, Dallas, Atlanta and Boston.

With Facebook as the home base for the campaign, Buddy Media created a unique tab on the company’s fan page. There, fans could find clues about where Sony’s social media team would be in each city, vote on the sixth city and enter to win one of the many Tablets Sony was giving away during that two weeks.

Catch the Tablet

On a campaign-specific tab on the Facebook fan page, fans learned where they could "Catch the Tablet" and voted on the sixth city.

On Facebook, people could also RSVP for events and find interactive maps to city locations.

Sony alerted fans of the team’s whereabouts with Facebook posts, keeping them relevant to fans in specific cities with geotargeting.

sony orange fans

Spirited fans in San Francisco showed their support for the Tablet.

To control costs, the core social media team traveled to all locations on the city tour, rather than hiring street teams, giving the team firsthand interaction with fans and the Tablet.

“It was invaluable [taking my core team],” Cohen added. “I became a total expert on the Tablet. I would be able to answer any question anyone posted to me about the Tablet.”

sony fans in stores

The chance to try the Tablet S, and possibly win one, brought fans to Sony stores.

Step 2: Make it worth their time

Many of those who showed up at events or stores not only got a one-on-one experience with the Tablet but also took away free SWAG like t-shirts, buttons and cotton candy, and depending on the event, food and drinks. Though giveaways were small and inexpensive, Cohen says fans were excited to score free stuff and wear it.

But the real draw was the chance to win one of four Tablets being given away each day. Fans could enter to win two ways: by submitting their emails on the Facebook tab or by taking a photo of themselves “catching” the Tablet and then tweeting it with the hashtag #CatchTheTablet.

sony catch tablet dallas

More than 600 people entered to win a Sony Tablet S by tweeting photos of the Tablet.

Step 3: Get them talking

By requesting a Twitter post to enter, Sony netted more than 1,700 tweets with the campaign hashtag, many of which included a photo. Out of 8,800 contest entries, 600 were from fans who “caught” the Tablet live.

sony australia

The U.S. social media campaign generated global awareness of the Tablet.

Step 4: Partner with others

Sony stretched its budget and reach by partnering with other companies in tour cities, drawing up to 600 people at some events.

“If you partner with another company that either has their own social media following or has an event already going on, you get so much more bang for your buck,” Cohen said. “A lot of the logistics have already been worked out by the other company.”

Those partner events included a meetup at Adobe, an exclusive tour of Google’s headquarters for Sony fans and a visit to TechCrunch Disrupt, all in San Francisco. In New York, Sony joined forces with GetGlue, which was already hosting an event. In Miami, it was a breakfast meetup at BGT Partners, a web development company that works with Sony.

sony honeycomb

Sony fans toured Google's headquarters as part of a joint event.

1,000 Clicks to the Pre-Order Page

The city tour was just one piece of a major national campaign, which included TV and print ads and PR. But the viral impact of the pre-launch social media effort exceeded Sony’s expectations.

The company tracked 41,437 engagements on the CatchTheTablet Facebook tab, including poll votes, clicks, shares and image and video views. In the process, Sony’s Facebook fan base increased by 8% and its Twitter following by 4.5% just during the campaign.

Approximately 2,300 people weighed in on the tour’s sixth city location, with Seattle winning with 40% of the vote.

sony seattle

A Sony fan tries the Tablet in Seattle, which won a Catch the Tablet visit with 40% of the vote.

The 1,000 clicks from Facebook to the pre-order page were the best evidence that the team’s efforts drove real interest in buying the Tablet, giving Sony momentum as it headed into the actual launch.

“We were very pleased with pre-orders,” Cohen said.

The campaign’s success now has Sony teams around the world talking.

“It certainly generated a lot of recognition internally at Sony,” Cohen said. “Colleagues in other countries want to know what we did. Every time we’re meeting with a product group, they say, ‘We want a campaign like Catch the Tablet.’”

“We’re over the moon about it. It’s something we never engaged with before in terms of putting the whole team out on the street. We had limited budgets and big goals so we felt we needed to do something a little bit risky but within our budget.”

What Worked: Sony’s Social City Tour

  1. Give people multiple ways to enter contests – The team learned that many fans were not on Twitter but were on Facebook. “Offering your users a choice of platforms is really important,” Cohen said.
  2. Team with others – Partnering on events expanded Sony’s reach and kept costs and legwork down.
  3. Take your core social media team – Cohen’s group values the direct interaction they had with fans. “If you have the budget, I would consider hiring a street team but not at the expense of your in-house people going.”
  4. Geotarget your Facebook updates – Stay relevant for your fans by not showing updates about specific locations to the masses.

What do you think? How have you effectively used social media to drive people to in-person events? Leave your questions and comments in the box below.

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About the Author, Casey Hibbard

Casey Hibbard is Social Media Examiner's case study writer. She is also president of Compelling Cases Inc. and author of Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset. Other posts by »




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  • http://www.IfSimply.com/ Keith Griffis

    Very nice post. The details of each step make it actionable. I think the only thing I would add is that we have found that prelaunch buzz gets bigger through promotion of the winners. We would also add interactivity.

    For example, webworms give away a tablet at the first show and then highlight the winner across our Facebook page, blog, and YouTube channels. People sometimes feel like they never see a winner from these types of contests and by showing the winner it makes it more real. Also, you can highlight the differentiating feature of the tablet by having the users create something with it. For example, if the draw is a high res video, you can set up a cool way or uses at each location to take photos or video.

    In the end, there many things you CAN do, but it is nice to see that they had a simple and organized plan with metrics to measure it’s success. Now they can use the same model tweak it and compare results.

    Nice article Casey!

    Thanks,
    Keith
    http://www.SimpleMediaMarketing.com

  • caseyhibbard

    Thanks Keith! Great suggestions about highlighting winners and differentiating features.

  • caseyhibbard

    Thanks Keith! Great suggestions about highlighting winners and differentiating features.

  • Sameer Khandelwal

    Great post Casey.

    I am wondering, how effective is 1,000 clicks to the pre-order page as a metric for success of the social media campaign. Assuming a 10% conversion rate (optimistic), there are likely 100 leads/registrations of fans who clicked on to the pre-order page. Isn’t that a little tepid for a brand like Sony with 660K fans with a 6 city tour and leveraging the muscle of all Sony stores?

    Also, I am surprised that a visual product like Tablet S did not leverage video, esp. You Tube to capture fan reactions, interactions & build awareness of the product with viral videos or encourage User Gen Content.

    I guess the minuscule budget played a role in the choice of channels and activities. It’s encouraging to see social media practitioners connect campaign activities to simple performance metrics. 

    P.S: How’s the Tablet S in comparison to Apple iPad2? 

  • http://www.socialnetworkingsandiego.com/ justinrfrench

    Hey Casey, thank you so much for these insights.  Event marketing using social media is making strides- and the data you have put together in this case study really shows the true power of social and local.  One quick question- from the 1,000 clicks were tracked from Facebook  Do you by chance know how many sales were actually achieved from the campaign or conversions?  Thanks for the info look forward to you next case study. Cheers

  • http://www.socialnetworkingsandiego.com/ justinrfrench

    Hey Casey, thank you so much for these insights.  Event marketing using social media is making strides- and the data you have put together in this case study really shows the true power of social and local.  One quick question- from the 1,000 clicks were tracked from Facebook  Do you by chance know how many sales were actually achieved from the campaign or conversions?  Thanks for the info look forward to you next case study. Cheers

  • http://twitter.com/MorganBarnhart Morgan Barnhart

    I gotta agree with you about the video aspect. Not just through pre-produced video, but also by livestreaming the event through Youtube or Livestream or even Ustream. Showing off the event and how people are loving it would have been a brilliant idea. 

    I didn’t see all the tweets about it, but it would have been nice to showcase what each person at the event loved most about the tablet and tweet about that. Maybe they did that, but the tweet that is showcased here doesn’t really entice me. It’s just like, “Cool, he seems like he’s enjoying the event.” 

    I do LOVE that they involved the core social media team at each location, though. That is so important because that core social media team actually knows about the product, knows about the company and knows how to get the word out in a fun way. Instead of street teams who have very little knowledge. 

    All-in-all, though, Sony was pretty smart in dong a nation-wide tour to promote it. Cool post!

  • http://twitter.com/MorganBarnhart Morgan Barnhart

    I gotta agree with you about the video aspect. Not just through pre-produced video, but also by livestreaming the event through Youtube or Livestream or even Ustream. Showing off the event and how people are loving it would have been a brilliant idea. 

    I didn’t see all the tweets about it, but it would have been nice to showcase what each person at the event loved most about the tablet and tweet about that. Maybe they did that, but the tweet that is showcased here doesn’t really entice me. It’s just like, “Cool, he seems like he’s enjoying the event.” 

    I do LOVE that they involved the core social media team at each location, though. That is so important because that core social media team actually knows about the product, knows about the company and knows how to get the word out in a fun way. Instead of street teams who have very little knowledge. 

    All-in-all, though, Sony was pretty smart in dong a nation-wide tour to promote it. Cool post!

  • Toodevastate

    Sony could a lot to help it’s sales effort by doing one thing. Simply lower the price of it’s offerings. The one thing I didn’t, “catch” in the article was, the Price.

  • Toodevastate

    Sony could a lot to help it’s sales effort by doing one thing. Simply lower the price of it’s offerings. The one thing I didn’t, “catch” in the article was, the Price.

  • http://www.i95dev.com/ecommerce-magento Henry Louis

    Hi Casey! Good information posted. Thanks for sharing.

  • http://www.i95dev.com/ecommerce-magento Henry Louis

    Hi Casey! Good information posted. Thanks for sharing.

  • Owen Keren

    I really enjoyed this article. It is a truly relevant social marketing piece. Thanks Casey!

    I liked the concept and appreciate the idea of providing several channels to allow higher participation rate. I realize how active and vibrant the concept is but I missed the brand in all of these hoopla. As marketers, we tend to sometimes over deliver on the concept and logistics then downplay the key attributes of the brand versus its competitors. It’s nice to know that the head of Social Media can answer any questions about the product but I would like to know more about the CONSUMERS and the insights the team gathered during the experiential marketing campaign. What are the features enjoyed? What did they have to say about the video? What are the things they truly liked about it? Social Media’s power to influence is so strong. The key is the insights we get from those who participate. The people Sony touched during the program can be used as the key ambassadors for Tablet S especially with a small marketing fund. 

    I still like the program. It is a clean, crisp concept. Thank you for sharing!

    Owen

  • Owen Keren

    I really enjoyed this article. It is a truly relevant social marketing piece. Thanks Casey!

    I liked the concept and appreciate the idea of providing several channels to allow higher participation rate. I realize how active and vibrant the concept is but I missed the brand in all of these hoopla. As marketers, we tend to sometimes over deliver on the concept and logistics then downplay the key attributes of the brand versus its competitors. It’s nice to know that the head of Social Media can answer any questions about the product but I would like to know more about the CONSUMERS and the insights the team gathered during the experiential marketing campaign. What are the features enjoyed? What did they have to say about the video? What are the things they truly liked about it? Social Media’s power to influence is so strong. The key is the insights we get from those who participate. The people Sony touched during the program can be used as the key ambassadors for Tablet S especially with a small marketing fund. 

    I still like the program. It is a clean, crisp concept. Thank you for sharing!

    Owen

  • caseyhibbard

    Hi Owen,

    I appreciate your thoughtful insights. Good point… what did the fans take away from the campaign and that opportunity to try out the Tablet? Were they sharing specific details about their experiences that helped position the product against the competition?

  • caseyhibbard

    Hi Owen,

    I appreciate your thoughtful insights. Good point… what did the fans take away from the campaign and that opportunity to try out the Tablet? Were they sharing specific details about their experiences that helped position the product against the competition?

  • Marcy Cohen

    Great suggestion Keith.  The logistics of conducting a sweepstakes where we give away product every day and have to contact each winner and wait for their response didn’t enable us to highlight the winners during the campaign. But once we had all of the winners we certainly could have shared that info. Thanks for the suggestion.
    -Marcy

  • Marcy Cohen

    Great suggestion Keith.  The logistics of conducting a sweepstakes where we give away product every day and have to contact each winner and wait for their response didn’t enable us to highlight the winners during the campaign. But once we had all of the winners we certainly could have shared that info. Thanks for the suggestion.
    -Marcy

  • Marcy Cohen

    Great suggestion about using video and live streaming Sameer and Morgan.
    The preorder clicks were reflective of early adopters and we were happy with those numbers. Once the product became available at retail sales activity became a lot more active.

  • Marcy Cohen

    Unfortunately we dont share sales figures..

  • Marcy Cohen

    Unfortunately we dont share sales figures..

  • Marcy Cohen

    Great points Owen. This campaign certainly allowed us to gather invaluable feedback from consumers about the Tablet. We took those insights and shared them with the product managers and engineers. many of these comments about what people liked and disliked were shared through their tweets as well.

  • Marcy Cohen

    Great points Owen. This campaign certainly allowed us to gather invaluable feedback from consumers about the Tablet. We took those insights and shared them with the product managers and engineers. many of these comments about what people liked and disliked were shared through their tweets as well.

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  • Inder Sarna

    Successful campaign!

  • Pingback: Sony's Director of Social Media Seeks Not Followers But 'Loyalists' [INTERVIEW]

  • Gabriele Mattiello

    a very interesting case study…an importante example on how reach a high level of engagement through the social media









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