As an industry that is respected for its high technology products, the big challenge Sony faces in Brazil is to recover the emotional bond with its consumers. To achieve that, we developed a big relationship portal in which the concept was Co-Entertainment. The exact combination between Sony and you. The result was a site that stimulates the participator and the “like no other” side of people, with tools that elevate Sony’s products to means of enjoying much further the collaborative side of the Internet. After all, what would YouTube be without a Handycam? What about Flickr without a Cyber-shot?