The challenge was to launch the new range of Sony HandyCams across 14 European markets with a digital property capable of drawing significant volume in terms of traffic and community engagement.
The solution was to create a live online entertainment travel log in which 5 couples were selected to travel around Europe filming their experiences on the new products.
We created 108 films featuring the couples in three weeks, which encouraged the travel bug bitten community to upload their own films in order to win their own holiday of a lifetime.
The five week campaign generated:
– 148 million page impressions
– 628,881 hub views
– 335,625 ad placement clicks
– 232 community uploaded videos
– 1 prize winner