OBJECTIVE: Disney and Sony needed a creative team to launch a branded content campaign at Disney.com for the new Sony Handycam.
SOLUTION: We showcased the new Sony Handycam camcorder in a series of entertaining webisodes. Disney’s creative objective was “to help families capture and share magical Disney Parks memories” using the Sony Handycam camcorder. We delivered on both Sony and Disney’s creative and marketing objectives by filming a webseries and a documentary series on location at Disneyland and integrating Sony Handycam camcorder footage into the final edited project in order to demonstrate the high quality of the camcorder footage.
RESULT: The campaign was kicked off with an online contest and dedicated website hosted by Disney Interactive at www.disney.com/memories. These entertaining and informative videos are being promoted through Sony and Disney’s various social media channels and can be seen in retail stores, on YouTube, and on the Disney.com website. Additionally, a specially designed experience for mobile phones will feature video and images and allow consumers to enter a sweepstakes.
Social Media Campaign + Branded Content