Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is engaged in business through its five operating segments-electronics, games, entertainment (motion pictures and music), financial services and other. These make Sony one of the most comprehensive entertainment companies in the world. Sony's principal business operations include Sony Corporation who represent a wide range of businesses and remain globally unique. Their aim is to fully leverage their uniqueness by aggressively carrying out their convergence strategy so that they can continue to emotionally touch and excite their customers.
Sony were set to launch a new camera, the A380 digital camera which they believe has the technology to turn any amateur photographer into a professional and they wanted to prove this with the help of the general public. Sony needed to excite potential customers and get them involved in the new product. They wanted a way that people could interact with it in their own time and without having to go to a store to do so. Furthermore, to help with marketing the product a method of data capture was required to get the details of as many people interested in the camera as possible.
WeClick came up with the concept of a microsite to promote Sony's new A380 digital camera including a 360° view of the camera allowing the visitor to zoom in and out of the image and a competition for data capture. The microsite allows the viewer to manually rotate the camera and the interactive gallery gives visitors detailed information on each element of the camera with user-friendly popups giving further information about on any of the feature and buttons you select.
For data capture the microsite incorporated a competition to get people to sign up and vote for the best photographs. Each week two photographers submitted their work, one an amateur and one a professional, both using the new Sony A380 camera. The aim was for visitors to the site to judge which photos looked the best without knowing which was taken by the professional and which by the amateur photos.