Sony’s waterproof Walkman viral marketing campaign has given all the tech companies a big challenge by marketing their product in an innovative way. A lot of known companies claim their expensive devices to be waterproof, but have failed to deliver what they promised their audience. Whether it was Apple’s iPhone or Samsung’s Note series, customers have found complaining that their devices are not 100% waterproof as advertised by them. With such disappointing reviews, Sony picked up on a great idea to market the product. In 2023, the intelligent marketing of Sony W270 series Walkman went viral, as the famous audio company, placed their Walkman in none other than water-filled bottles. Yes, this is true. In 2023, an account posted shared the unique campaign of the waterproof headphones while gathering 400K likes and more than 40 million views.
The Real Story Behind Sony's Waterproof Walkman Campaign
Sony introduced the W (Wearable) line of headphones with integrated audio players in 2009. In 2013, after several years, they unveiled the W270 Series. This Sony Walkman headphones series, had a primary selling feature which was its IPX8-rated waterproof construction, which was intended for athletes and swimmers. Regretfully, sales were not very good at first, especially in New Zealand. Sony, then, devised an amazing marketing plan in an attempt to reverse the situation and demonstrate the W Series Walkman's dependability even further.
To demonstrate the Walkman's resilience, the brand came up with Sony waterproof walkman in bottle marketing strategy in association with the advertising firm FCB. After that, the bottled Walkman were offered for sale inside vending machines in Auckland's fitness centers and swimming pools for NZ$99.95. As a result, there was a greater exposure and easier access for swimming and exercising. As a result, the product generated a lot of talk thanks to this unique strategy. Social media helped the campaign reach an estimated 520 million people. Additionally, it increased sales by 380% over the intended aim of 20%. Additionally, the product was formerly sold out in New Zealand by December 2014.
How to Create to A Powerful Marketing Campaign in 2023?
Before we wrap up this blog, here are some effective strategies to use for a marketing tactic in 2023:
Establish your objectives and goals
What are you hoping to accomplish with your marketing effort? Do you want to boost brand recognition, produce leads, or enhance sales? You may create a plan of action to accomplish your goals if you are aware of them.
Recognize who your target market is
Who is it that your marketing effort is aimed at? What are the people's wants and needs? You can produce content and messaging that resonate with your target audience if you have a clear understanding of them.
Pick the appropriate channels
Where are you going to find your intended audience? Social networking, email marketing, search engine marketing, and paid advertising are just a few of the numerous possible marketing platforms. Pick the media outlets that will help you reach your target market and accomplish your objectives.
Make material that is compelling
Your content is what will draw in and hold the interest of your target audience. Ensure that your material is engaging, pertinent, and informative.
Analyze your outcomes
How will you determine the effectiveness of your marketing strategy? Keep track of your outcomes so you can determine what is and is not working. This will assist you in changing your campaign as necessary.
Other Impressive Sony Campaigns
Apart from the famous campaign, Sony has made several unconventional marketing attempts in addition to its exclusive waterproof walkman.The business also opened an underwater pop-up store in 2014 to display the new Xperia Z3 and its IP68 construction. The Xperia Aquatech concept shop was a dome-shaped building that was four meters under the surface of the Arabian Gulf in Dubai. Additionally, because it was an invitation-only gathering, only VIPs, celebrities, media professionals, and contest winners could attend. Custom Sony diving suits and diving gear were made available to guests
At a beachfront resort on the World Islands, there was also pool training. Following training, trained divers led visitors into the store. Once inside, guests may take off their diving gear, stand on the seafloor, and see live demonstrations of Sony Xperia gadgets. According to Spyros Gousetis, who is the director of marketing at Sony Mobile, Middle East and Africa, the Xperia Aquatech was designed with a vision to put sony’s waterproof technology on its devices at the front and provide unique experience for the store visitors and fans in an engaging way.
The Final Word
On the end note, marketing campaigns in 2023, need to have compelling content, well-observed outcomes and strong hold on goals. Needless to say, in today’s competitive market, businesses should make use of platforms such as social media to promote their brand’s voice and what they have to offer. Lastly, they also need to focus on creating a positive customer experience. By following these trends, businesses can create marketing campaigns that are effective and more powerful than Sony waterproof Walkman campaign.!