Sony Electronics

Driving Industry Interest For Premier Product Launch

Roadmap

On the heels of a world debut in Japan, Sony was launching the first of its kind 27-inch surgical monitor in the U.S. To optimize awareness and drive interest – from the media and to support sales – a big splash was needed to highlight Sony’s innovation and the benefits of the new technology.

Integrated Activation

For the first time for Sony’s Medical Division, we combined the star appeal of the Sony headquarters on 5th Avenue in New York City with a line-up of leading surgeons from various specialties. Top trade media, technology bloggers and consumer healthcare reporters from the tri-state area were invited to an invitation-only unveiling and demonstration, along with access to Sony executives and one-on-one interviews with the surgeons upon request.

Track & Act

KNB doubled media expectations both in number of those who attended and the number of articles published. In total, 14 media attended representing 11 outlets including TIME Magazine and the Huffington Post and 11 articles were published.

KNB doubled media expectations both in number of attendees and the number of articles published.

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