We made an online teaser (and a ‘making of’) that generated PR around the ‘event’ to build excitement and get people reading about the ad before it launched. The TV execution included a 60 sec, 30 sec, 20 sec and 15 sec edit that will be shown across the globe.Online we created a partnership with You Tube and Yahoo Sports. We used banners, social media and smartphone applications to create genuine engagement with the creative idea and the Sony technology story.We created an iPhone app that gave users the chance to control the motion of the world’s greatest footballer. Our campaign site hosted exclusive behind the scenes footage of the shoot and the Bravia-drome construction plus interactive content featuring Kaka.

We also ran a print campaign, perimeter boards at UEFA Champions League games and we expanded the campaign into retail with the use of POS and in-store installations.

The campaign generated buzz online through stories on sports, technology and lifestyle blogs/websites. We also received coverage of the campaign on the Guinness World Record site and in newspapers (and their websites) across the globe.Before the ad had even launched, there were 59,300 returns for the search term “BRAVIA-drome” on Google. Over 200,000 people have viewed over 50 videos on YouTube even before the big launch in April. There have been 19,340 photo views on Flickr and the Twitter feed created 8,569 unique users per month.