0 DAYS
01 HRS
54 MINS
38 SECS
LIVE! Wed., Feb. 19, 2025 at 12:00 PM ET

Building SMEs Into Thought Leaders

Attend

Company: Sharp Electronics Corporation
Contact: Matt Picheny, Managing Director, Interactive at Lowe New York
Location: Mahwah, New Jersey (US Headquarters)
Industry: Consumer Electronics, B2C
Annual revenue: Confidential
Number of employees: 53708

Quick Read:

"Change" may well be the buzzword of the year, and one that Sharp Electronics adopted recently to both promote its AQUOS LCD line and generate awareness for its role in LCD (liquid crystal display) and solar-energy innovation.

The campaign, developed by Lowe New York, offered consumers "the power to bring change" and included interactive components such as a Facebook game that gave away "life changing" prizes.

Prize specifics were kept secret until awarded, as was Sharp's involvement in the Facebook application and other online elements.

That "mystery" factor was successful in escalating interest and buzz and gave rise to response rates 15% above target.

Challenge:

Sharp has led the LCD revolution, beginning with calculator displays in 1973, wall-mounted LCD televisions in 1991, camera cell phones in 2000, and the first 108" LCD display in 2007. Also, it has also been at the forefront of environmentally friendly manufacturing since the 1960s; it was the first to mass produce solar cells; and it runs what is considered the most advanced, eco-conscious factory in the world.

Where the company has fallen short over the years is in establishing itself in consumers' minds as the company behind these innovative achievements.

In December 2007, Sharp Electronics Corporation, the US sales and marketing subsidiary of Sharp Corporation, hired advertising and marketing services firm Lowe New York to change that perception among US consumers via the promotion of its AQUOS LCD TVs and solar-electricity initiatives, as well as a Major League Baseball sponsorship.

Lowe developed a comprehensive campaign that included print, broadcast, and online advertising, all revolving around two related themes: "Change Your Power, Change Your Planet" and "Change Your TV, Change Your Life."

This case study focuses on the interactive piece, which was created to extend reach, especially among tech-savvy "progressive optimists," and increase overall consumer engagement.

Campaign:

The online strategy developed by Lowe NY promised something life changing (in line with the change-focused themes carried by the rest of the campaign) without disclosing Sharp as the sponsor. Both a Facebook application and a teaser Web site were launched on June 12, 2008 without any reference to the company behind them. The anonymity, Lowe hoped, would incite intrigue while evading any preconceptions surrounding the brand.

The Facebook application—believed to be the first to offer real-life, high-dollar-value prizes on the networking site—was open to North American residents and ran through July 14, 2008. The application was a unique version of the Hot Potato game, played in rounds that lasted between 30 minutes and 8 hours.

The goal at the end of each round was to be in possession of a virtual mystery box that contained an unknown prize worth between $400 and $14,000 (prizes included 52" flat screen televisions, home theater systems, all expense paid vacations, and exclusive tickets to sporting events). If the box opened at the end of the round, the player in possession won the associated prize; otherwise, it was on to the next round.

Enter your email address to continue reading

Case Study: How an Unbranded Game and Mystery Prize Giveaway on Facebook Garnered Exposure for Sharp Electronics

Don't worry...it's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin


ABOUT THE AUTHOR

Kimberly Smith is a freelance writer. Reach her via dtkgsmith@gmail.com.

LinkedIn: Kim Smith