Sony Strikes a Chord with its ‘Sound Snacking’ Tour
Taking today’s busy lifestyles into consideration, Sony Ericsson came up with the concept of Sound Snacks as a campaign theme to launch its W350i mobile phone that offers quick and easy access to music. “Sound Snacking” capitalizes on insights from a Sony Ericsson study that suggests consumers like to download short snippets of songs rather than an entire album.
Sony Ericsson brought this campaign to life via a mobile experience that traveled to nine European cities including Amsterdam, London and Zurich during the summer last year. The objective was to engage consumers and the media. Set up like a science lab, the experience was held in a customized truck with three interactive zones and a lively dj.
In each city, members of the media were invited for a question and answer session to learn more about the product and campaign. They walked away with a detailed kit, including a DVD and research findings about people’s sound snacking tendencies.
More than 150 members of the media attended the experience. Sales of the W350i more than doubled from June through August.