Sony uses CC in Blu-ray marketing campaign
Mike Linksvayer, September 3rd, 2007
â€śBy creating assets available exclusively online and licensing them under Creative Commons, we are encouraging increased interaction between Sony and our target audience,â€ť says James Kennedy, General Manager for Communications Europe at Sony.
Leo Ryan, director at RMM explains the strategy behind the campaign, â€śPrevious work with Sony BRAVIA proves that amazing digital content can provoke online buzz around a campaign on its own. However, we believe that itâ€™s essential to use online PR and social media relations to amplify this buzz. Weâ€™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 websiteâ€ť.
It’s great to see that Sony and the marketing firms behind this campaign see that “viral” marketing needs to empower hosts for maximum impact.