Sony AIBO to launch viral marketing drive

Ideas Unlimited is launching a viral marketing campaign for AIBO, Sony’s artificially intelligent, dog-like robot.

The campaign aims to target sophisticated technology users. Ideas Unlimited account director Simon Parkes says: “Consumers being targeted by the AIBO campaign spend considerable time at the computer. With this in mind, plus the fact that AIBO’s main sales channel is online, the Internet is the best medium for this campaign.”

Gareth Goodridge, direct marketing manager at Sony Entertainment Robot Europe, adds: “We are watching this viral marketing campaign from Ideas very closely. Early reports suggest that this is the right way to go and will give us the flexibility to take it further in the future. We are confident that this new campaign will build on AIBO’s position and create a platform for us to use during the Christmas period.”

Viral e-mailing is the next phase of an integrated communications campaign, enabling consumers to play with the product and experience AIBO first-hand. The planned series of e-mails, beginning on July 27, will be sent out to selected groups and staggered to maximise the viral effect.

Initially it will be sent to existing owners who are most likely to send it on. It will then be sent out to people who have registered for information on AIBO, and finally to personnel within Sony Europe. Using either a text link or an html e-mail with an animated gif embedded, the recipient can download the pet after registering their details. They will then be able to send desktop AIBO on to their friends.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here