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@ 2009-04-17






CONCEPT
Cross-media Promotion of SONY BRAVIA “Live Color” is the concept of SONY BRAVIA.
We aimed for each and every one of the users to further experience the concept of
discovering and enjoying color using the internet.

EXECUTION
Sony Building in Tokyo turning into the color you want.
Presenting a new way to communicate messages in the internet era.

This project (service?) allows users to “color” Sony building located in Ginza,
the cultural center of Japan, from wherever they are.
Live Cam has been set up displaying the Sony building.
Users can pick-up color from live feeds and TV commercials on screen using
the dropper curser and drop it on the Sony building!
The whole building will turn into the color chosen by the user and this can be enjoyed live via live cam.
Those who tried this were able to experience the Sony BRAVIA “Live Color” excitement.
Many internet users visited the website and experienced the original technology developed for this project:
“Pick-up color from images delivered live” and “Selected color is reflected by the LED lights on the Sony building in real time”.
Connecting the company-owned media (Sony building) to the internet using cutting edge technology,
we introduced a completely new way to experience the BRAVIA “Live Color” message.


Point 1: Media owned by Sony (Sony building) was used.
Point 2: User can freely choose any color from TV commercials or live feeds.
Point 3: Building changes color in real time.

Website:http://www.777interactive.jp/awards/2008/bravia/e/mov/web.html


   

Advertisement on the Sony building
When the building changes color, the BRAVIA ad changes color with it.

RESULTS

During the campaign, website access sky-rocketed, nearly causing it to be shut down!
Over 100,000 comments were left on WebNews, i.e. Yahoo! News, and Blogs.
It made headlines on TV and newspapers for great publicity

互动如何做,看看日本人的想法!不得不佩服啊!

标签:IT产品营销 索尼广告 08Oneshow获奖作品 日本广告 品牌营销案例 

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评论(2)
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iwebad2014-10-24 17:39:38 回复
第四来客 我觉得要是直接把电脑放在那栋楼附近,让路人来操作效果会不会更好呢?
这样对路人来说,能更直观地看到个人操作对灯光色彩变化的影响,并且更清楚是一个活动,不然不明真相的路人会不会就以为只是楼的灯光简单地在变幻色彩而已。。。
貌似后来就有别的项目采用你说的形式...
第四来客2014-10-24 17:10:03 回复
我觉得要是直接把电脑放在那栋楼附近,让路人来操作效果会不会更好呢?
这样对路人来说,能更直观地看到个人操作对灯光色彩变化的影响,并且更清楚是一个活动,不然不明真相的路人会不会就以为只是楼的灯光简单地在变幻色彩而已。。。
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