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Connors introduced the Sony WebTV Internet Terminal and elevated it to the forefront of consumer technology coverage. We educated the media about the benefits of TV-based Internet access, and strategically conveyed the major differences between Sony's product and its competitor, Philips Magnavox, to establish a stronger presence for the Sony unit/brand.
We garnered favorable reaction to the product and brand with aggressive press follow-up to explain differences between the Sony and Philips units and steal mindshare. Connors conducted in-house media demos and a loaner program for "hands-on" evaluation to maximize coverage and we developed materials to educate press, including a Sony vs. Philips feature chart and general FAQ sheet.
Overall, consumer media coverage was abundant with Sony's WebTV unit more prominent than Philips'. Favorable broadcast coverage ranged from ABC-TV's Regis & Kathie Lee to CNBC's Steals and Deals (twice). A sampling of print coverage includes a solo cover appearance with Home PC, as well as in the pages of Parade, SPIN, Newsweek (twice), and many major market dailies including The New York Times and The Los Angeles Times. A much larger photo of Sony's unit dwarfed the Philips unit in Rolling Stone, and Sony's advertorial brochure was the only artwork featured in The Wall Street Journal. Overall, we secured more than 378 million print and broadcast media impressions.
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