The Walkman Q

The Challenge

To simulate the anticipation of waiting in a real live queue to purchase a Sony Walkman^® W260, with one exception - the user must actively engage as opposed to waiting passively in line for their turn!

The Solution

We wanted to launch the Walkman^® W260 with a bang, so an online driver was created to a) create awareness in the minds of would-be buyers of the impending mp3 player launch and b) retain users to drive to the launch site after the W260's debut.

How It Works

We built a virtual queuing experience housed within a micro-site. Users were collected from our Sony Malaysia Facebook page. To give the game a constantly engaging factor, users were required to show their passion for the product to move forward in the online queue.

The Result

Thus, we created an experience so irresistible, so sticky that users spent an average of 4 and a half minutes on our site, with more than half of them coming back time and again! Most importantly, the online buzz translated well into the real world, as the Walkman^® W260 launched with fanfare and enthusiastic response.

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