16/09/2008
Web TV and video production company BroadView has just helped Sony Europe successfully launch four product firsts at the world’s biggest consumer electronics show, IFA. Through a combination of webcasting the press conference, producing 19 blogger videos in one day, delivering B roll to European broadcasters and putting together a highlights video for Sony employees, BroadView helped Sony bring its stories to life for a wide variety of audiences.
Sony launched four new TVs at IFA in Berlin, each one a first in its field. Journalists everywhere were able to watch this live via a BroadView webcast if they weren’t at the show. The TV teams who were there were managed by BroadView staff and they (and others) received B roll edited rushes material shot on press day. This was available either in hard copy or via APTN and Reuters feeds across Europe.
A key element of BroadView’s work was also the video pieces offered to bloggers on the first day of the event.
“As anyone in the industry knows, bloggers are highly influential trend-setters and –spotters,” continued Maister. “Particularly in the consumer technology world, enthusiasts often blog and love to be first to hear about the latest technology and products being launched. We created high-quality content about Sony’s latest developments as well as show news available on video which was pushed out by Sony Europe’s PR agency Immediate Future, to bloggers on press day via YouTube and other video sites. That way there was a buzz in the blogosphere which would transfer to news and websites and eventually to the show and beyond.”
Viewing results are still being collated but the product launches were carried widely across the web and on all other media.
“Having access to the press launch via the webcast was great as it meant I got a live view of what was being presented even though I couldn’t be at the show,” said one of the bloggers who’d registered for the webcast. “This meant I was able to write up the latest Sony developments in both my text document as well as on Twitter, and give key contacts a heads up on new product announcements.”
“We were keen that the physical stand at IFA not be the only way our consumers could experience all the Sony news,” said Ruth Speakman, head of consumer PR at Sony Europe. “Working with Broadview allowed us to make the most efficient use all the various news, products and spokespeople available to us for a very short period of time. All these assets
