The campaign aims to allow Sony to reach out to a wide target audience with diverse levels of social-media savvy.
The campaign consists of three contests, running on Twitter, Facebook and the campaign website for people in Singapore, Indonesia, Malaysia, Philippines, Thailand and Vietnam.
It is promoted across various digital platforms, and will run until December, with participants standing the chance to win a WX100.
Tribal DDB is the creative agency, while OMD is the media agency for the campaign.
The campaign, according to Sony, is in line with its overall marketing strategy to reach out to and engage with the younger target audience in a fun and interactive manner via popular social-media platforms such as Twitter and Facebook.
“Cyber-shot WX100 More in Less Twitter Contest”, with the taghash #moreinless, rewards participants based on the creativity of their tweets, the length of their tweets and the popularity based on the number of retweets that they manage to garner.
“Cyber-shot WX100 More Zoom in Less Room: Guess and Win!”, meanwhile allows participants to guess the featured objects based on five different zoomed-in images released by Sony each week. “Cyber-shot Snap & Win!” invites participants to upload their photos, based on the themes shared by Sony each month via its Facebook page.
