Working with Crayon, Sony have decided to lead with digital for the campaign to promote their 3D coverage of the Wimbledon finals this year – no TV support! They’ve created a lovely video with viral-aspirations, and an online competition – bounc3d – which gives you the chance to win tons of Sony products, as well as tickets to watch the tennis in person.
bounc3d involves chasing virtual tennis balls across the internet and earning points depending on how many you catch. You get more points for sharing the campaign with your network (nice touch) and including it on your own websites.
The idea isn’t new – reminds me very much of the Magnum Pleasure Hunt which launched earlier on this year – but it’s been put together really nicely, and is actually quite fun to play (I need to get out more!).
The overall campaign includes the video, bounc3d competition microsite, Facebook, eCRM, radio & national press support, as well as field marketing of 10,000 branded tennis balls being handed out across London. Perhaps they should have gone for branded umbrellas instead – Wimbledon + England usually = rain afterall!