Electronics giant Sony has teamed up with Yahoo! UK & Ireland to launch an online travel site to promote the Sony Handycam. The co-branded microsite – called Destination Handycam – has been designed and developed by Yahoo!’s Ad Technology Group.
The campaign will be live for six weeks throughout the summer across Europe, with local language sites for France, Germany, Italy and Spain. The site features professional video content of several couples’ trips across Europe and uses the Yahoo! Maps function to offer a travel guide highlighting “exclusive” summer holiday destinations in Europe.
Visitors will also be invited to submit their own video content and the most inspirational and helpful footage will be awarded prizes.
The campaign runs across the Yahoo! European network, with a focus on Yahoo! Answers. Yahoo! UK & Ireland director of media sales Blake Chandlee says: “Destination Handycam 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.”