How Sony Leveraged the Popular “Vampires” Application to Reach its Community
January 29, 2008
Jeremiah Owyang of Web Strategy by Jeremiah just published a case study entitled How Sony Leveraged A Popular “Vampire” Facebook Widget To Reach It’s Community. The article dissects Sony’s sponsorship of the popular Vampires application as an advertising tactic for its upcoming vampire-centric motion picture 30 Days of Night.
The advertising strategy involved re-branding the application, placing banners for the movie atop each canvas page. The banners were used to promote a sweepstakes offering 4 wheel ATV’s and $1500 in cash.
According to the article, Sony far exceeded its expectations in what it considered a success.
The campaign was only live for 3 weeks, and there were 59,100 sweepstakes entries (success was deemed at 10k, this clearly moved beyond that). The visits (I don’t know if they were unique or repeated) were 11,642,051 for the bite page, and 17,652,567 for the stats page (I believe these are part of the interactive experience of the game). Sony was happy, it exceeded expectations, and users of the application weren’t over branded.
Jeremiah wraps up the case study by outlining the key points leading to Sony’s success in addition to what aspects of the campaign could have been done better.
(Read the full case study here.)
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