An article I read was titled “Sony Tries Fashionable Tack in New Vaio Debut” from prweek.com. It is about Sony and how they recently appointed fashion models to help launch its new Vaio P Series notebook on the streets of Manhattan. This is Sony’s first ever fashion week marketing campaign which is aimed toward “fashionista” men and women.
The models were lined up and down the streets dressed in designer outfits showcasing the notebooks while acting as live mannequins. I think that this is a very effective means for attracting many different types of people. Whether they are someone that is interested in what the models are wearing or someone that is interested in why they are there, or maybe it is a guy that just wants to see real life models up close in person. Whatever the reason may be, these people that are attracted will see what new Vaio P Series is and will most likely be interested leading them to “pick up the product naturally,” especially men.
This article also mentions about how the models blog, update Facebook, and IM with consumers using an extra notebook that is onsite. Since all of these things have become extremely popular over the last few years, doing this and showing the consumers on how easy it actually is to do something like this with a devise that fits right into your hands really is… will really increase Sony’s rate of sale on the new product.
I think that the Vaio P Series notebook is very stylish and is something that will do what they originally intended, attract those “fashionista” men and women. I also feel that it will do very well outside of that box and attract all sorts of people from around the world. From looking at the Vaio P Series website, it is a fairly customizable, very small, and very high tech piece of technology that I myself think would be a very beneficial asset in everyday life.
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I agree with you Mike this is a great way to advertise and promote your product. They want to get people talking about their product and they are doing a great job getting that started by the way they are advertising it. They are attracking not only to looking at their product but to looking at their models as well.
ReplyDeleteI would almost look at this as a form of gorilla marketing in some ways. They are not only adversiting the product but they are showing how people can use it and how well it can be transported with people when they are not at the office or a place or work.
Get post Mike I had not heard this and thought that it was very interesting read both your post and the article as well.
I would have to agree with you that this could be a very productive piece of advertising for Sony. Having models line up and down the street should no doubt attract attention to consumers. I think that just having the models all over the place will attract all sorts of different people which will in turn help get the word out on Sony's Vaio P Series to more than just your target market. So I believe this is great PR for Sony. Great post Mike.
ReplyDeleteI agree, anytime a company brings in the fashion industry to promote their products its headline news. Sony’s marketing agency scored a quo with this advertising campaign. The paid for fashion / models, timed the campaign accordingly when all the celebrities would be around thereby having LOTS of press / photo journalists in the area and didn’t have to pay exorbitant advertising costs in magazines and newspapers because they got the headlines for free. This was a great idea.
ReplyDeleteI also love the fact that the campaign placed the models in one specific area – this had to help the visibility of the campaign. When you group items / people it always makes it appear more dramatic.
I hope that the computer lives up to all the media hype