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Sony Europe uses social media to showcase new camera technology
24 hours.
Seven games of football at twilight.
Seven incredible locations. As product launches go, this was a little unusual. "For Sony, it was revolutionary," says Ruth Speakman, head of consumer PR and social media at Sony Europe.
Historically, campaigns for Sony cameras had followed a traditional model: press, TV and cinema advertising in the peak sales months from October to December. "We wanted to get away from that peak and trough mentality," continues Speakman. "We knew that consumers were willing to purchase cameras all year round. We just had to work out a way to reach them."
Sony Twilight Football launched
To highlight the cameras' ability to shoot breathtaking images in low light, footballers from all over Europe were recruited, using social media,...