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Advertising & Marketing: Sony Europe ignites conversations on Blu-ray Disc

Sony Europe ignites conversations on Blu-ray Disc

Widgets, infographics and exclusive online videos educate and support the launch of Sony Blu-ray Disc player

[UKPRwire, Mon Sep 03 2007] Sony Europe launches a social media relations campaign to engage bloggers, forums and social networks. Sony aims to bring the Blu-ray Disc format to life with a range of digital elements that connect with different target audiences and interest groups: inspiring conversation and supporting the launch of Sony’s flagship Blu-ray Disc player.

Widgets, interactive infographics and a branded flash player (to house onlinemovies), alongside optimised press releases, pictures and video teasers, combine to deliver valuable content for social media.

This exclusive content has been designed as the foundation for initiating and developing online conversations. In a world first, assets from the campaign have been released under a Creative Commons licence to encourage online sharing and participation. (

The overall campaign strategy has been developed by specialist digital planning consultancy Ryan Morrison & MacMillan Ltd (RMM). RMM is working closely with immediate future, who is managing the social media relations and online PR. Widgets and assets for the campaign have been created by agencies, Hi-Res! And Acknowledgement. The aim is to reach specific target audiences and further increase visibility and positive sentiment for Sony Blu-ray Disc.

“By creating assets available exclusively online and licensing them under Creative Commons, we are encouraging increased interaction between Sony and our target audience,” says James Kennedy, General Manager for Communications Europe at Sony.

Katy Howell, managing director at immediate future comments, “Blu-ray conversations are burgeoning across the web with interest ranging from technology through to the entertainment experience. There is a clear demand for more information and explanation. By providing online influencers, at the heart of these conversations, with entertaining and informative tools and assets, Sony aims to bring Blu-ray Disc to life: celebrating benefits of the format whilst encouraging discussions and supporting a wider understanding of the technology”.

Fallon is supplementing exclusive 30” and 90” videos with teasers and a behind-the-scenes film from the shoot. The movies, released in a distinctive branded portable flash player, are exclusively available to an online audience, carrying the Sony Blu-ray Disc ‘entertainment. like no other’ tagline.

Specially created widgets will deliver updating content and stylised graphics explain the technology benefits. Housed in a consumer website, the Museum of Low Res (MoLR), the assets enable visitors to learn, enjoy, participate and take away content.

Leo Ryan, director at RMM explains the strategy behind the campaign, “Previous work with Sony BRAVIA proves that amazing digital content can provoke online buzz around a campaign on its own. However, we believe that it’s essential to use online PR and social media relations to amplify this buzz. We’re linking strong relationships with influential bloggers and social networks, with natural search optimisation campaigns to , ignite debate, build buzz and drive visits to the website”.

Assets available include an iCal application ( that users download to keep their calendars updated with the dates and details of new Blu-ray content releases.

Digital assets designed to appeal to specific interest groups will be released over the next few months. Exclusive access will be granted to influential bloggers in advance of official release. The Sony-branded flash player will enable visitors to take the movies, pictures, wallpaper and screensavers away and embed them on their own site, blog or social network page. Content is also to be added to social network sites including YouTube, Google Video, Flickr and Crackle.


Embeddable Flash Player:
iCal application:
Creative Commons:

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Notes to editor:

About RMM (

RMM is digital planning consultancy providing independent strategic advice to clients including Discovery Networks Europe, Sony Blu-ray Disc and Time Life.

A pure strategy consultancy RMM creates online communications strategies and finds the best partners to provide execution and specialist services.

RMM’s client services include research and analysis, coaching and training of marketing teams and company executives, communications planning and digital new product development.


Leo Ryan
Partner at RMM
07946 603 981

About immediate future

immediate future is an independent public relations company that specialises in digital PR for brands alongside business and corporate public relations for the digital marketing industry.

Successfully delivering trade PR and high profile campaigns for digital marketing companies, immediate future works with clients such as Logan Tod, Nomensa, Pigsback, Coull, Utarget and Brand Attention.

Specialists in online PR and social media relations the company helps brands manage the online conversation and build a positive reputation. Campaigns are enhanced with influential blog relations; SEO PR increases search engines visibility; and online press coverage generates advocacy.

immediate future represents clients such as Sony Europe, Buena Vista Games, Sara Lee, Hotel Chocolat and EMI.


Charley Hayes
immediate future Ltd
T: 0845 408 2031

About Acknowledgement

Acknowledgement was set up in 2003 with a desire to raise the bar in London's digital agency space. As well as outstanding visual executions and superior technical solutions Acknowledgement also create and develop strategic social networking solutions for brands and organisations across the world. Clients include AOL, Sony Blu-ray, Playboy and IPC Magazines.



Tom Jordan
T: 0796 - 701 2990

Company: immediate future
Contact Name: Angela Graham
Contact Email:
Contact Phone: 0845 408 2031
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