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Sunday, February 15, 2009

SONY markets notebooks with mannequins

This posting is a bit of a deviation from the traditional posting here, but marketing of new technologies is part of the innovation and adoption process, and this one is quite different, so I thought it would make a good weekend posting.

There was a piece in the Event Marketer this week on a new Sony campaign for the latest Sony notebook. The goal is to mix style with technology -- or technology with fashion. It continues the stream of observation by Sony that if people experience a well-designed technology they are more likely to adopt it -- and this is true of the Sony reader as much as their other devices.

In the marketing event, people had three opportunities to interact with the live mannequins. First, the mannequins walked through the event location presenting the device in a passive way. Second, they paused and revealed the product in action. Third, the mannequins froze in place, allowing consumers to explore the capabilities by taking the devices into their own hands.

Interesting approach to experiential and event marketing.

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