Sony Tumble and HDNA
Whilst Sony Foam City has been getting a lot of press, there’s another Sony campaign that is being used in the US for some of the same products - the HD versions of Cybershot and Handycam plus the alpha DSLR. It’s called Tumble (I’d show the ad if the embed code worked - on Firefox it demands a plugin and on safari it embeds the whole page. Something tells me this is not quite right yet!)
Update: They put the video on YouTube, along with a behind the scenes video. (but site embed still not working)
Apart from the initial gasp as the big camera split up and reformed to all the little ones, it did not do that much for me - no idea from that film what the Smile Shutter Technology actually is. I found the behind the scenes film a lot more fun, showing how big a task the filming actually was. I’m guessing that this is the first of a few in the series, as a lot of the shots shown in the .making of’ film were not in the final 30′ ad.
Other great things about the site are the fact that you can share the videos and LOTS of images. Digging around the site provides you a lot of information - including what Smile Shutter is - and yea, the flash site has deep linking so I can show you as well! There’s a lot of really good information on there, but the overall impression is a bit cluttered; it’s the ecommerce site as well and two needs - sell product and provide information about products in an engaging way - rub up against each other at times. It’s a difficult balancing act, as a flash product site with no real information looks good with a campaign, but does not help the people who want to buy. This site does not quite have a total success on this, but is pretty close. (Oh, I do love the HDNA logo and the graphics around that)
One further thing to comment on is about the reach out. With all other dealings with Sony it’s been via a UK PR company, Immediate Future, and they’ve been doing a great job. This link came direct from an Internet Communications Specialist at Sony Corp Comms; a short, impersonal link and a request to tell them what I think. Well, the ads OK, the content around it is great but the connection was poor. What do you think?
Update: A few emails later and I’m feeling a lot more personable to Sony again. It was interesting about how the first email made be go ‘urgghh’ thinking about how the previous stuff was good and this contact not so much. But there was a real person behind it and knowing that makes it so much better.
Tags: digital imaging, HDNA, sony, tumbleRelated Stories
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