Sony Electronics needed a digital strategy that maximized marketing efforts for the W Series Meb Edition Walkman. We needed to attract new target consumers (runners), engage them via digital and social channels, and drive sales for the W Series.
We created the Rock the Race with Meb cross-media campaign, an interactive experience bolstered by a social media marketing blitz. The microsite integrated a Facebook marathon game and sweepstakes—challenging our audience to set a world’s record online.
I wrote all social messaging (including ghostwriting for U.S. Olympian Meb Keflezighi), created a cross-media road map to plan our communications, and art-directed accompanying visuals.
We infused a results-driven strategy and leveraged new platforms in the digital landscape, including Pinterest, Foursquare and Instagram. The campaign finished strong with more than 84 million impressions.