GO LIGHTLY FOR SONY.

Mannequins come to life across Manhattan. They leave their store windows and boutiques behind them, to blend fashion and technology around the city. This is the focus of one of Sony Electronics’ most innovative marketing campaigns to-date. It launches the brand new 1.4 pound Sony VAIO Lifestyle PC, the world’s lightest and most stylish 8” notebook.

The campaign fused technology and style together, bringing this experiential campaign to life, literally, through an unconventional concept and partnership with six up-and-coming fashion designers.  The designers outfitted the “live” mannequins, but the accessory of choice was always the Sony VAIO Lifestyle PC. The mannequins anappeared in a variety of high-traffic locations throughout Manhattan, essentially living their lives. They commuted, went out to dinner, even met for drinks. And everything led up to their appearance at the opening weekend of New York Fashion Week in Bryant Park.

Along with a PR push, videos and photos capturing the mannequins were uploaded on YouTube, Flickr and the campaign’s homepage sony.com/golightly. Consumers also got up-to-the-minute updates and additional content on Manne Quin’s facebook page.

Behind the scenes films | Sony