Sony Electronics wanted to relaunch it’s 80′s success, the Walkman, in the German market. The new E series of Walkman should be introduced via a digital campaign.
The idea was to show that Walkman is more then just a product; it‘s a lifestyle. With the message „Party wherever and whenever you feel like”, we launched the „Library Party“ videos on Youtube, and shared them on several other Social Media Channels. After only five days, the first video became the most viewed on Sony’s Youtube Channel, and the most shared video in Germany for 2 weeks in a row. Simultaneously we launched a Facebook promotion, where people could win aftershow tickets to the Echo Awards.
The silent party campaign boosted Sony‘s Germany online community, and was the most successful Sony Germany promotion in the last couple of years. The Sony Walkman is back.
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