Sony Bravia and Immediate Future seek online PR focus

Revolution UK 01-Nov-07

Online PR will be a prime focus for the next phases of Sony Bravia's 'Play-Doh' campaign. Sony told Revolution that there will be plenty more to see and hear from Bravia over the coming months.

Ruth Speakman, European PR manager for Sony, said that online
conversations around Bravia's 'Balls' and 'Paint' ads taught Sony the
importance of digital communications. The electronics company has tasked

Immediate Future with developing an online PR campaign.

"This campaign will not finish when the TV ad stops being aired.
Maintaining the buzz online is key - expect to see more assets launching
after November," said Katy Howell of Immediate Future.

The online PR specialist is working closely with other agencies involved
in 'Play-Doh', including Fallon, Dare, Naked, WWAV Rapp Collins and
Freud Communications, to maintain an integrated campaign.

Online PR has been incorporated into the planning strategy for the
overall campaign. Immediate Future has used search technology to
determine where conversations are happening, identifying the most
influential social media sites and blogs. It then created messages to
fit the audience. "Interest clusters vary from technology forums to
architectural groups commenting on ad locations," said Howell. "On AV
forums, the focus is on Sony Bravia HD quality, while marketing
communities focus on the ad itself."

Online PR for Play-Doh has three main objectives. One is to build and
guard a positive reputation, then to continue a dialogue by increasing
the number of opinion formers. Online mentions should also increase the
brand's search engine visibility.