One of my pet peeves is texting while driving, or you are driving a late-model car that has Bluetooth yet you still have your phone slapped to the side of your head. I don’t care what anyone says or thinks, you can’t text and pay attention to your driving at the same time. No one can, and since to many people won’t learn that until they have an accident, Sony has come up with a very clever PSA that will turn your phone off for you.
Created by Saatchi & Saatchi Sweden, the Sony ads that take advantage of the “Hey Siri” listening feature on your phone and ask it to turn on Airplane Mode. It’s not fool proof, your phone has to be plugged in, and the listening feature has to be turned on, but you have to hand it to Sony for giving it a shot.
Now if we could just get hand set makers to set up a driving feature that turns off text messaging if you are moving faster than 10 miles an hour…
Sony has pulled out all the stops in their latest marketing effort. “Be Moved” is a fully integrated campaign, for Sony USA, features a deep dive website that is filled with rich dynamic media, cutting edge CSS tricks, and plenty of content. The visitor is encouraged to explore through vertical scrolling that reveals heavy CGI models of product that self assemble from exploded models, big budget video production, and engaging editorial. Each section has hooks to social media for specific product, and each video is featured on the Sony channel on YouTube helping to extend engagement and branch reach across channels. If you have the time take a look at the site and really dig around. It’s a great example of where interactive content is going.
A few years ago I tried to mount a GoPro camera on my dog Cosmo. The results were less than stellar. Lets just say the footage made the “Blair Witch Project” look like it was shot with a steadycam rig. This morning a friend sent me a link to the “Action Cam Dog Mount” and I kind of want to give it another try. Maybe I could put together a whole series of videos with “CosmoVision”.
Action Cam Dog Mount is compatible with all major brand action cameras including GoPro, Contour, Sports-Vue, Drift, Intova, XTC, and Sony. The rig is fully waterproof, constructed of heavy duty nylon, features a durable and comfortable neoprene harness, with an adjustable mounting profile (high, low, back, forward). Action Cam Dog Mount is built with industrial strength clasps and webbing for durability even in the most rugged conditions (chasing squirrels through the park in Cosmos case).
I’m always amazed at the amount of money that gets spent on advertising promotions. I’m not against it, I’m just kind of amazed by it. For example, Sony’s promotion of the new waterproof Xperia acro S smartphone on the opening weekend of Skyfall in Stockholm Sweden. I can’t tell how many phones were given away in this video, but I bet everyone in the theater got one. Pretty, pricey but not a bank breaker for Sony.
What I really like though, is the integration with the on screen component. Sony could have simply given the phones away to theater patrons, but instead they tied it into a James Bond themed event that required participation from the theater goers. Once again, not cheap, but still probably less expensive than a media buy of 30 second TV spots. What would be interesting to see is the results of how many people switched to the Sony phone over their current phone, and how much media coverage this received post event. In 2 weeks the YouTube video has had 175,000 views. Not bad advertising ROI overall.