The Walkman^® Groove

The Challenge

To introduce the unique benefits of the Sony Walkman^® W260 in a fun, new and unexpected manner.

The Solution

We created an interactive dance game within a micro-site featuring 2 dancers representing Thomas Jack, rising Malaysian stars who are also the official ambassadors for the W series.

How It Works

Users driven to the site via ad banners, banners on the Sony mother site and social media will need to guide them through a series of challenges they encounter while dancing. To emphasize the Walkman's brand synonymy with music, the dancers go through a game where white globes appear to the beat of a song.

The challenges they encounter highlight the unique attributes of the W260, like how its wireless design makes it fit seamlessly into our mobile lifestyle. Like how it's made of water resistant materials, perfect for exercising or traveling. Like how its 3-minute quick charge enables users to simply plug it in right before leaving the house, and still rock out with a fully charged mp3. The quickest fingers who last the longest earn rankings; the better they do the higher up they move, with 10 Walkman^® W260 awaiting the top 10 players.

The Result

Users spent a mind-blowing 10 minutes on-site catching globes of light. More than 50% couldn't get enough and came back for another round.

Screen Capture