Challenge

• Create a social media program that makes an emotional connection around the Reader product vs. focusing on the device
• Create connections to reading, to content and to each other
• Support launch of new products, create and own more mindshare, category and product

Approach

• Social media program focused on the love of reading and sharing and the superiority of Sony Reader devices
• Leverage social media thinking in on- and offline worlds
• Use earned media and social media outreach to build word of mouth and press coverage

Results

• 247% increase in dialogue volume – 7 percentage points shift in positive sentiment
• 38% of visitors browse “literary moments” AND view product content
• 23% click through to SonyStyle store for greater product details