Live now, the six-week campaign runs in the UK, France, Germany, Italy and Spain, Sweden, Denmark and Norway with the first five countries launching the microsite in their own local language. The UK site can be found at http://uk.destinationhandycam.yahoo.net.
Users can upload videos to their local microsite, sharing travel tips and favourite holiday moments, with holiday prize incentives. In addition to user-generated video, the microsites will feature user ratings, video navigation and other interactive features. The co-branded campaign will be promoted across the Yahoo! European network, with a focus on Yahoo! Answers.
Blake Chandlee, director of media sales, Yahoo! UK & Ireland said, “This is a fantastic example of how online marketing can work successfully with social media. By providing interesting and unique content – not just simple branding – we are enabling Sony to engage and interact with a key audience in very meaningful way.”
Nicolas Fidry, Handycam® senior marketing communication manager, Sony, added: “We are really excited about this activity because not only is it something that has not been done before, it’s a unique way for us to really connect with a key audience. Inviting user video, ratings and reviews and leveraging the Yahoo! platform will enable us to strengthen these relationships further.”
OMD brokered the campaign.