#BeAlpha Brand Campaign
A viral brand campaign to establish Sony Alpha as the leader in mirrorless camera technology: we created a traveling wonderland for photogs and videographers.
We were commissioned to create and execute a viral brand campaign that would establish Sony Alpha as the leader in mirrorless camera technology as well as speed up the momentum of market capture in camera equipment across the board via the power of a die-hard community.
“It’s like Disneyland for photographers.”
— Los Angeles #BeAlpha guest
Situation
The camera industry has historically been dominated by a small number of key players, whose DSLR camera bodies have been the preferred tools amongst all genres of photography. Despite initial heavy criticism regarding mirrorless technology, Sony has continued to push forward and innovate with the goal of creating a tool that is both used and admired by hobbyists and professionals alike. Most recently, Sony has caused other manufacturers to sprint towards innovations of their own, as they have proven that mirrorless technology isn’t a niche or a trend, but rather a superior technology that will likely inform all imaging technology of the future. With Sony now holding superior technology, the goal of this campaign was to spread awareness and education to the masses. The #BeAlpha campaign coincided with Canon’s launch of their first mirrorless camera.
Solution
A series of 4 large, interactive events that would:
Draw in the photography communities.
Specifically from within key metro areas across the United States: NYC, Los Angeles, Seattle, San Francisco.
Make a splash on social media.
Each event contained multiple ‘viral’ and ‘instagrammable’ moments (unique in each location) that would excite guests to capture and share. These weren’t just trendy installations but fully-produced sets that were eloquently lit, filled with top talent and emerging fashion.
Get people stoked on the product.
Each event included a massive library full of all the Sony Alpha gear imaginable— free for any attendee to play with. This allowed guests the chance to really put this gear to the test.
Solidify the power of the Sony Alpha brand.
And, communicate the cool-factor of Sony Alpha.
Uniquely resonate with each city’s creative community.
We drew in the local photography community in each city by incorporating and collaborating with known and respected artists and vendors. We were strategic in collaborating with all vendors, to make sure each and every aspect and player of the production would enable a viral effect.
Experiential Artists: We collaborated with artists such as CJ Hendry and others to create immersive installations.
Vendors: We carefully curated the best of the best hair stylists, makeup artists, wardrobe stylists, DJ’s and more from each city to help us reach our audience and maximize impressions.
Local Talent: From top models to Beyoncé’s dance troupe to Olympic medalist skate boarders, we carefully curated a roster of culturally relevant talent within each city.
Results
Increase in market share: Sony camera market share increased significantly in both major categories (digital camera and digital mirrorless camera), moving Sony into a nearly head-to-head with Canon.
Increase in sales, directly correlating with events.
Success in communicating awareness of Sony’s leadership in mirrorless technology.
Extension of campaign for the following year.
