Australians were turning to their smart phones for recording video and sharing it via the web.
Naked was tasked to promote Sony's pocket sized video camera. The 'Bloggie' … read morehighlighting its superior quality and that the fact it was just as portable, so the agency sent two young men on a journey in what was the most extreme product demonstration of all time.
They used the Bloggie camera to document their attempt to be the first to journey to the coldest, most isolated place on earth, the South Pole, completely unsupported.
Viewers could watch their journey unfold in real-time and interact directly with the guys through Facebook and Twitter.
Their journey generated 1.6million Facebook post views, the equivalent of $3million in media value and raised $60,000 for Youth Cancer Charity ‘YOU CAN’.
By the end of the campaign Sony Bloggie was the number 1 MP4 camera on the market.
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