Sony Ericsson C905 Cybershot
The Idea
Sony Ericsson have launched a new phone, the c905 Cybershot whose main selling point appears to be the 8.1megapixel camera.
- there’s a YT video about the making of the big TV commercial. They’re only releasing this video online - which begs the question where else could they release it?
- there’s a TV commercial somewhere, but not on the same account as the makign of video, so not hunting for it
- there’s some nice images available in the press release
- There’s a website, extolling the virtues of the site.
What do I think?
There seems to be more joined up thinking needed. Why isn’t the making of video and the ad in the same place; if the phone is all about the images, where’s the Flickr account? The site is pretty, but not effective - I can’t deep link to the bits i like. Nothing special here.
The Pitch
This is the main reason I’m writing about this - the digital aspects of the marketing are OK, pretty standard but needs more. The email I received was fine, pointing me to all the assets. My problem here is with the ’social media press release’. My perception of something under that name is different from what I was presented with. Here, you have lots of assets, such as images and videos, nothing different to any usual press pack. It extends into the ’social media world’ by having lots of ways to bookmark the press release on various sites - but why would I want to do that? The press release itself is just that, a corporate, slick massaged set of words - containing 7 instances of ‘8.1 megapixel’. You can tell that it’s gone through lot’s revisions, with focus on getting the feature out there.
My feeling is that a ’social media press release’ needs to treat me as a person, not just move traditional communications onto the web. Make me feel a real person has written this, not that it’s been done by a PR professional to corporate guidelines. Don’t add the made up quotes (ok, I don’t know if the quote in it is made up, but having seen these things been written in the past, they almost always are). Treat it differently, don;t just change the channel!
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