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Sony conducts Tame your Media Monster promotion

Sony Canada has begun a new campaign for its Vaio line of laptop computers called "Tame your Media Monster." The campaign, developed by Fuse Marketing Group of Toronto, is intended to highlight the products' ability to create, share and manage various forms of digital media. The seven-week promotion involves the installation of three six-foot-tall "Media Monster" characters in various shopping malls in Ontario, British Columbia, Manitoba and Saskatchewan. At these events, consumers will be able to test various Vaio laptops, while promotional workers distribute information about them. The Media Monsters are constructed from recycled computers, wireless devices, video cameras, DVD players and discs to resemble those seen in the Sony's television commercials for the brand. The campaign also includes advertising depicting musician Justin Timberlake attempting to tame his own Media Monster with a Sony Vaio. "Developed with design in mind, the Media Gallery software includes a stunning user interface with easy-to-use features that allow us to rediscover our favourite music, photos and videos," said Ray Simon, Vaio product manager at Sony Canada. "We worked with Fuse to bring the concept to life and translate it into an interactive experience to offer consumers information and assistance on how to understand and manage their media and no longer be afraid or challenged by what the Media Monster represents."

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