4-page Case Study - Posted 1/14/2008

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Sony

Microsoft Online Customer Story: Sony

“I want a sneak peek.”

For true fans, a movie is more than a script set to pictures and music. Long after the credits roll and the house lights go up, movies resonate in the hearts and minds of those who love them. Drama, comedy, romance, action—movies are now produced faster than ever, so there are always plenty of options to choose from. But with so many new releases and promotional venues, how can a movie buff stay current on the latest and greatest in the world of film—and know what’s coming next?

Like many groups, movie fans use the Internet to discuss their passion, make new friends with similar interests, search for new releases, research their favorite actors and directors, and much more. So when one of the world’s leading film distributors, Sony Pictures, was searching for a venue to advertise its upcoming releases, it knew the Internet was the place to meet its audience.

Sony wanted to forge a connection between film fans and current information on upcoming releases, so it went in search of a platform that could offer a high level of interactivity and a real sense of community. To accomplish this goal, Sony turned to Microsoft and the Windows Live™ Messenger Tab, a mini advertising window within the Messenger environment. Messenger tabs include a link to a Web page that offers visitors detailed information on the subject being advertised, in this case a new release. The tab also gives visitors a chance to participate in contests and other special promotions that relate to the film.

With millions of users, the Windows Live Messenger Tab was an ideal way for Sony to accomplish its mission of reaching moviegoers in a meaningful way. Working closely with Microsoft® Digital Advertising Solutions, a special tab was launched to advertise Sony and its film releases. For a consistent experience, the tabs ran in conjunction with banners on Windows Live Hotmail®, Windows Live Spaces, and the MSN® Entertainment channel.

By providing relevant information on all things movies within conversations already taking place via Windows Live Messenger, Sony was able to reach twice as many film aficionados as it had previously.

While reaching film fans was the primary objective for Sony, taking the world of movies to the realm of messaging entailed other goals as well. Sony wanted to create a community where people can discuss anything film-related—directors, performers, cinematography, and more. In addition, it set out to attract new users, build loyalty, generate publicity for each title, and facilitate collaboration.

Movie fans were served by the Sony and Microsoft campaign for six months, which coincided with several noteworthy film releases. The look and feel of the Messenger tab, along with the special promotions and competitions being advertised, were customized to reflect the aesthetic of each new release.

Within four months, 8.4 million film fans visited the site as a result of exposure to the campaign while doing what they already do every day—sending messages to friends and family. The film that was used to launch the tab, Casino Royale, attracted 400,000 individuals in just one month following launch of the tab. Moviegoers enjoyed the tab’s dynamic format, which provided real-time information, and Sony’s innovative approach to technology.

The relationship among our product, the film industry, and the Windows Live Messenger Tab is nothing less than a natural affinity. Iván Losada General Director Sony Pictures Releasing Spain

“.” —, , And for moviegoers, that affinity leads to something even more meaningful: Instant access to up-to-the-minute information from the convenience and comfort of their computers.

For more information, go to http://www.microsoft.com/.