As part of a strategic plan to launch Sony’s brand new Action Cam, Sony leveraged an annual ASA triples event and worked with Limelight to introduce the product to regional, endemic and tech media.
The first annual Sony branded Big-Air Triples took place on the Venice boardwalk to an overwhelming crowd and key media on-hand to report from the ramp. The event successfully launched the camera in target publications including Yahoo!, Bloomberg, NBC Sports. Grind and Transworld.
Limelight teamed up with Sony and ASA to generate social media buzz for the event including Twitter and Facebook contests and daily athlete engagement. The overwhelming response from fans ended up giving the branded event hashtag on Twitter average impressions reaching over 3.1 million users over one week.