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THE READER REVOLUTION
AIM INCITES 300% SALES INCREASE DURING THE WORST HOLIDAY SEASON FOR RETAIL SALES IN 59 YEARS
In just 4 months, The Reader Revolution:
Grew Sony Reader sales by over 300%
Provided 15 million eBooks to 150,000 schools in the USA
Conducted hand-to-hand interactions to 2.2 million consumers.
Increased retail distribution by 400%
Increased website traffic to sony.com/reader by 500%, leading to over 100,000 online trials and generated over 300 million media impressions, with $0 media spent
Although the Reader Digital Book by Sony was the first eBook digital reading device to market (January 2006), it had since experienced only moderate success while competition had increased substantially. Sony wanted to increase sales of the Reader Digital Book.
Toughest economic environment in decades
Limited product distribution
Current product/version was not new - same as a prior year
Only 90 days to conceive, develop and deploy the campaign
Research determined that the best way to get people to learn about the Reader was through hands-on trial as opposed to traditional advertising. In fact, the likelihood to purchase would double after a hands-on product trial.
Experiential Marketing (Budget over $1000000)
Best Cause or Corporate Social Responsibility Marketing Campaign
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