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FMBX News
Posted: Dec 10, 2010
Walkman out and about with PD3
Sony is launching the Walkman® Studio across the UK in association with pd3, the experience led creative agency, to promote the E Series Walkman® mp4 player in the run up to Christmas and to encourage the youth market to discover and experience the legendary Walkman® brand.
Walkman® Studios will be situated in the heart of shopping centres with the aim of creating a fun and engaging environment for 15-24 year olds, with the first Studio launching on the 4th December in Bristol, then following on in Merry Hill on Saturday 18th December and the Westfield shopping centre in Derby on Sunday 19th December 2010.
To promote the new Walkman E Series karaoke function and vibrant colour range, each Studio will be equipped with karaoke features giving shoppers the chance to belt out a tune to lyrics on the giant Walkman® screen, or to jump into a photo booth and personalise one of the five coloured Walkman® screens, which they can then share through social media with their friends or print out and take home.
A team of young Walkman® brand ambassadors and music lovers will also be on hand to highlight all the features that the Walkman® mp4 player has to offer, giving people the opportunity to listen to and interact with the product. With this campaign, pd3 brings to life Sony’s promise: “Whatever your style, whatever music you’re into, there’s a Walkman® to match.”
Omar Gurnah, category marketing manager for Walkman, said: “We want to give young people the opportunity to touch and try the new Walkman E Series from Sony and to experience all the great features and wide range of colours available. The Walkman Studio creates a fun and engaging experience-led campaign giving young people the chance to get their hands on a Walkman.”
Catherine Botibol, creative development director, pd3 said: “Walkman has such great features built into the product, it makes total sense to activate the brand message through experience-led campaigns that will ultimately get young people excited about Walkman.”
