Social and Influencer > Online Ads (B categories)

SHOOT

ULTRA 16, New York / SONY / 2003

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OVERVIEW

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“The Shoot” invites consumers to “test-drive” a Sony digital camera and camcorder online. Visiting a (virtual) café with a friend, the user can actually capture still or moving images of the action taking place. Later, they learn how to email those images to a friend or create a digital photo album online. “The Shoot” is part of a rich media campaign that Ultra 16 developed for Sony. The campaign strategy focused on the consumer’s need to experience a product’s features, rather than simply read about them, before purchasing. The fusion of digital products into the life- and work-styles of consumers served as a strategic backdrop to the highly immersive experiences. Ultra 16’s campaign of ten sites, including “The Shoot,” have achieved great success, including media placement expansion across online and into offline channels.

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