experience marketing - make it real

A new breed of product placement in the real world, integrating your goods and services into daily life in a targeted, relevant way, so that consumers can make up their minds based on their experience, not your messages.

Sony this summer launched its new range of DVD handy-cams, teaming up with London Zoo for 11 days in June to offer consumers the chance to borrow DVD handy-cams for one hour, free of charge. After a two minute demonstration, families were free to roam the zoo and record all their favourite family moments. After their visit, the DVD handy-cam obviously had to be returned, but participants could keep their DVD (with pre-recorded product & purchase details).

Says Sony: "We had an amazingly successful time at the zoo. Around 95% of visitors who trialled the DVD handy-cam said that they had never seen or heard of any promotional activity quite like this; they were astonished that we were actually going to lend them a handy-cam totally free of charge".