Company: Sony United
Contact: Marc Rullo, Sony Electronics Director, Retail Marketing
Location: New York, NY
Industry: Consumer Electronics, Entertainment
Annual revenue: $78,900,000,000
Number of employees: 171300
In the fiercely competitive consumer-electronics industry, the ongoing battle to create differentiation in consumers' minds becomes particularly cutthroat in the months leading to the annual holiday season.
In 2008, Sony Electronics Retail Marketing Director Marc Rullo found he could make his company's brand stand out by leveraging a bond—James Bond, that is—and a partnership with sister company Sony Pictures Entertainment, which at the time was set to release the most recent Bond flick, Quantum of Solace.
The companies worked with Richmond, VA-based PowerPact to create an interactive game and related sweepstakes that used the broad appeal of James Bond and a million-dollar prize to lure users into learning more about Sony Electronics products.
The campaign scored high levels of user engagement, including a strong return-visit rate, and quite a bit of buzz. Moreover, it resulted in more than 45,000 clickthroughs to the Sony Electronics product pages and was responsible for a 12-15% increase in sales among the featured products.
Garnering significant retail coverage and standing above the competition is a constant and ever-growing challenge for the electronics category. "It's tough to create differentiation in the consumer's mindset," said Marc Rullo, Director of Retail Marketing for Sony Electronics.
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