Cannes Lions

THE ENVELOPE IS DEAD!

UM, New York / SONY / 2013

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Overview

Entries

Credits

Overview

Execution

We worked directly with the producers of the Billboard Music Awards – an event that played to Sony’s prime audience – to orchestrate eight high-profile and perfectly seamless integrations for the Sony Tablet P on live television.

As anticipation built for each award, the differentiator of the Sony P took center stage as star presenters opened the sleek, clamshell tablet – not a clumsy, old media envelope – to announce each winner of the coveted BMA. Further, we offered viewers at home the chance to learn more by Shazam’ing Sony Music superstar Usher’s on-air performance for a free download of the song and more information about the Sony Tablet P.

We covered the basics with traditional media, on-air bumpers and ownership of the BMA’s digital/social media footprints. On-site, we sent two lucky fans to the red carpet as official photographers, armed with the Sony Alpha camera.

Outcome

And the Winner is… SONY! The day after headlines declared “The Envelope is Dead: Long Live Sony Tablet!”

The BMA was the highest rated program of the night against A18-49 and A25-54.

During the 3-hour show, Tablet P online sales spiked 899% and traffic to the Tablet Product Showcase page increased 168%.

The second most advertiser-sponsored Shazamable moment ever (following the Super Bowl), Usher’s Climax Remix was downloaded 17,000 times with over 12,000 clicks to learn more about the tablet - a 70% engagement level!

Post- show, Sony launched a Twitter giveaway. #SonySwag reached 3.4MM impressions in 48 hours.

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