Robert L Wyrick

Lives a lifestyle entrenched in electronics

Social & Very Extroverted

Technology makes life fun

Technology is an essential part of my life

Tech Early Adopter

Am 1st of friends to have new tech products

Keep up with the latest in technology

Buy what I want

People ask for my advice

I enjoy entertaining people in my home

Friends are more important than family

Expect advertising to be entertaining

Prefer designer labels

Consider myself interested in the arts

Music is an important part of my life

My home is an important part of who I am

BASE / MVP; SOURCE / SIMMONS 2004, Cut by Universal McCann

Spends money on electronics

when they’re useful

Thoughtful/careful about how

much spent on electronics

Travels for leisure and

abroad

Driven mostly by how things

look

Not in to new gadgets

Confident and comfortable

with themselves

Concerned with their

community and environment

Do not define themselves

with material things

Not particularly turned on by

how things work

Electronics are a tool for managing a busy life

Comfortable With Position In Life

Electronics fill a high performance expectation

Informed & On Top Of Their Game

Like to learn about home entertainment and tech

Only shop when they have to

Willing to try new brands and pay extra for better quality

I try and keep up with developments in technology

Friends ask my advice before buying electronics

Balancing career and home life is a priority

Practical

Introvert

Good at fixing things

Nature loving

Family comes first

Heavy business traveler

Our Customers

Advertising/Promotions

Only Sony Ad

Campaign (Co Designed and Launched)

Quantum of Solace Promotion Fall 2008

Mission for a Million

Bond/Quantum of Solace consumer interactive game, alternating between virtual and real worlds, where participants play the roles of an agent and solve challenges to help recover Sony’s stolen HDNA…and a chance to win a $1,000,000 grand prize!

• September 29 – November 7 (six weeks)

• Each week players solve challenges with clues provided from interacting with Sony product and key features:

– BRAVIA – Motionflow

– OLED – thinness

– Blu-ray – picture quality

– VAIO – HD Viewing

– Alpha – tiltable Live View screen

– Handycam – face detection

– Cyber-shot – smile shutter

• Each correct answer enters agents to qualify for a chance to win $1,000,000

• Each product mission provides product education and links to product pages for the SEL product featured

• Site also features daily trivia with chance to instantly win secondary prizes

Promotion (6 weeks)

Email

Tags on Bond/SEL

Media

Blog/Site Postings

Press Release

Web Portal Links

Player- generated

Emails

Retail POS HD

Experience Events

Point-of-sale elements – toppers for BRAVIA, VAIO and BRD, post-wraps for Alpha, Cyber-shot and Handycam

Customized digital assets, e.g. ad bugs, ad mats, screen fills

Participating retailer web sites link to SEL “Mission For A Million” promotional site – Promo site will open in

separate window so consumer can return to retailer’s site

Promo site dealer locator will list participating retailer locations – Mission 3 (Handycam

mission) asks consumers to go to local participating retailer to get a code printed on POS

Retailer branding/presence at finale event

Retailer participation and assets

Events

San Diego Padres

Fans visiting PETCO Park were provided with entertainment and opportunities for engagement marketing and product demonstration. We are able to reach the affluent customer via the Dugout Club, the average consumer within the Fun Zone, and all customers during sponsorship days. These programs served as a blueprint and foundation for Sony Sports themed partnerships throughout the country.

Events: Intel Commuter/ Business Park Tour

VAIO partnered with Intel on the Mobility 2.0 Tour (June 20th -July 15th, 2005) to showcase the VAIO T300 Series Notebook in commuter transit hubs and downtown office complexes. This provided a quality opportunity to raise awareness with highly-mobile professionals and created an effective environment for education and trail. New York/Penn Station Chicago/Northwestern Station San Francisco/Embarcadero Plaza Station Boston/Back Bay Station Washington, DC/Union Station Heavy foot traffic allowed a significant opportunity for interaction. There was a perfect target audience (highly mobile professional) These venues provided an excellent opportunity for impressions and consumers spent a significant period of time interacting with staff.

Events: Intel Holiday Airport/Mall Tour

Engagement Teams introduced visitors to digital entertainment concept at Sony Style Stores, Malls and Airports. Dates: Early Nov 05 to Early Jan 06 -5 -7 Airports (Chicago, Dallas, Minneapolis, New York /JFK, New Jersey/Newark) -25 Sony Style Stores (2.1M Visitors in 6 weeks) -10 -15 Malls Malls 10 x 10 kiosks were placed in high traffic locations at 12 upscale SonyStyle(11) co-located malls where trained staff educated consumers about mobility and the digital home concept Airports 10 x 15 kiosks were displayed in 5 high traffic airports where trained staff educated business travelers about mobility and wireless technology In this the fourth year of our Intel partnership, we have improved metrics as well as secured more involvement with sister Sony companies. These points have caused an increased appeal for the consumer and a greater willingness for all parties to continue the partnership.

2005 Acura Classic

On Site Presence The most current products were demonstrated in the Sony Ericsson tent on the tournament grounds of La Costa as well as throughout the remainder of the US tour. These included the latest and sleekest Sony Ericsson phones, VAIO® notebooks, ultra-thin Cyber-shot® digital cameras, and Handycam® camcorders. Aibo was on hand as well.

FASHION VALLEY SONY STYLE STORE TIE IN To drive traffic to the San Diego Sony Style Store from 7/1 through August 5, 2005 one hundred (100) reserved tickets for any session Monday, Aug. 1st through Friday, August 5th were made available to be used as a gift with purchase. This offer was communicated in store and online.

Sony Alpha DSLR Tour

• Create a program that allows for maximized (quality) impressions of Sony DSLR technology. This included events that put teams in the field to talk to customers at venues that aligned with Hockey Dad/Soccer Mom demographic.

• The goal : To put the camera into the hands of potential buyers at these events, show them the value and power of the Alpha DSLR and create an ‘I’ll take the Sony’ mentality when consumers go to the store to purchase.”

• Tournaments with 75 to 150 teams and attendance between 3,000 and 10,000.

• Sports that attract a high % of children from households with $100K +.

• Outdoor sports providing superior lighting for better looking images.

• Tournaments near major metros and in the right “zip code”.

Alpha Experience

Zone 1 - The Sony alpha Test Drive Designed to allow bold consumers to take an alpha out for a spin, discover its ease of use, power, and superior ability to capture sports motion as compared to a point and shoot. Touch points included staff interaction, photo tip sheet, alpha camera, CD, mail-in offer. Zone II - The Photo Shoot Originally designed to involve the more cautious consumers with the brand by giving them one on one instruction on capturing a sports motion image in a fixed setting. Touch points included staff interaction, 4” x 6” image, branded magnetic photo frame, branded magnet. Zone III - The Sony alpha Super Shooters and Web Component Designed to create buzz and attract parents and kids to the tent, Sony alpha Super Shooters capture the action in the field and invite consumers back to the alpha tent for viewing. A web based photo gallery creates additional touch points and allows the tour to last after the tournament is over. Touch points include staff interaction, website promotional card, and free photo download. Zone IV - Display Kiosks Designed to allow consumers the opportunity to pick up and touch alphas and Cybershot cameras while distributing product literature. Built to invite consumers into the tent and spark conversation about Sony digital products. Touch points include product and product literature.

Alpha Experience: 4 Zones of Involvement

Merchandising/Promotions

Beatles Shop

A Beatles merchandise destination was created in 33 select Bloomingdales locations throughout the US.

Destinations featured exclusive clothing articles (men's wear) designed by Apple and Bloomingdales and Beatle artifacts (Album art, instruments, etc.).

Each destination also showcased live concert and movie footage as well as the “Tumble” TV spot, presented on Sony Bravia 40” LCD TVs, Bravia Home Theater systems, Walkman® MP3 Video players, and noise cancelling headphones. Select locations showcased the XEL-1 OLED television.

The program run dates were 10/20/08 – 2/1/09

The overall Beatles project was a huge success! During the months of October through December, Bloomingdale’s had over 200,000 visitors to their men's store. (and subsequently redirecting customers to the Sony Style Store)

Sony products had additional exposure on the outside windows of the Bloomingdale’s flagship store in New York city as well as San Francisco, Chicago, Century City, CA, Newport Beach, CA and Huntington, Long Island .

Despite a declining economy, Bloomingdale’s sold through men’s department goods at a rate 27% higher than other areas of their business

Beatle Shop Layout Concepts

Brought excitement to the PC category at Circuit City, by highlighting Sony VAIO PC's and the AV/IT convergence messaging. Worked to help design an inline display/displays that utilized as several notebook and desktop form factors as possible, without compromising overall full size model sales velocity. The initiative was well received by the product groups, Circuit City management, and consumers. It also was the precursor of the VAIO World initiative and has inspired many other retailers to develop similar programs.

Merchandising: Interactive Displays

Merchandising: Sony by Design

Developed a variable print solution where account teams are now able to develop customizable collateral for their retailers instead of the traditional methods utilized. Features/Benefits: -Accessible through Sony B2B website -Managed by DSC Team, Beta Segment Team, and the Sony Promotion Managers -One customizable panel for retailer information : logo, address, phone, etc. -Initially, four customizable product panels were available and user could select from 10 product or lifestyle images and copy will be available. -Orders batched and processed in weekly cycles to ensure timely and cost effective delivery

Financing/Incentives

Incentives/Financing

Team Sony (TravPass) Umbrella sales force incentive program utilizing TravPass

award platform Recognizes & rewards sales people for meeting and exceeding

monthly and quarterly sales budgets CMG receives raw performance data, confirms percentage of

attainment, and awards TravPass as appropriate Performance statements posted online Product category initiatives participate under the Team Sony

umbrella (sales contest subprograms) Sony Rewards Plus Award Debit Card

Spiff awards loaded directly to personalized Sony Rewards Plus debit MasterCard card

Re-loadable for ongoing award deposits Spends like cash, without the wait or hassle of checks Accepted anywhere that accepts debit MasterCard, 32 million

locations worldwide Provides opportunity to accumulate awards All Sony spiffs to be supported by card

18 Months No Interest and No Payments* Valid for the purchase of any qualifying Sony product in excess of $399 Or 24 Months No Interest w/ Minimum Payments* Valid for the purchase of any qualifying Sony product in excess of $399

Community/Media

Events

iVIE is an annual K-12 student video festival held by the San Diego County Office of Education. The main purpose of iVIE is to encourage and reward teachers who utilize video as a project based learning tool in their classroom. Sony provides cameras and editing equipment to help with the projects. iVIE has grown into a major video competition with 390 video submissions in 2011. Submitted videos are judged by media professionals and educators. iVIE Award winners receive great prizes like Sony HD cameras. The best videos are nominated to be shown at iVIE's featured events: the iVIE Festival and the iVIE Awards. The iVIE Festival is an one day event where all nominated videos are shown in a real movie theater. The iVIE Awards are presented at a glamorous, Oscar style, event attended by over 1500 students parents and teachers. All iVIE nominated videos are shown in a series called "The Best of iVIE" and are available on Time Warner's On Demand channel.

The Innovative Video in Education Program (iVIE)

In Theater/Cinema

Events

PlayStation Lounge: Overview

• 8-16 PlayStation consoles, couches and digital screens

• Experience 3D Gaming in select locations on Sony Bravia 3D televisions

•Access latest and popular titles; potential to play game prior to release date

• Access for private party rentals

Food & beverage sampling opportunities

Opportunity for events targeting those over 21

Advertising elements

- Naming rights for one or more PlayStation Lounges

- Signage Placement: Lounge, theater lobby, concession area

- Logo presence on each digital screen in-between game play

Monthly Gaming Events

Create PlayStation Lounge Loyalty "Club“ program

Advertiser message programmed in between games

Access for private/or corporate event party rentals

• Demographic: 90% Male/16-34 years old

• Opportunity for events targeting those over 21

•Video game tournaments feature hottest and biggest titles

• 10 PlayStation consoles for multi-player and single player tournaments

• Tournament ladder: gamers play to earn play in theater on the 55’ big screen – playback through Sony Digital Cinema 4K projector

• Game developers – appear as featured guests for discussion and demo’s

• Marketing opportunities include:

- Custom brand messaging

- On-screen advertising

- 3D content

- Digital and static signage

- Lobby banners

- Web exposure

In Theater Gaming Tournaments “Uncharted 2” Cinema tourney in four US markets

Event Summary

• Simultaneous in 4 cities - Chicago, LA, San Francisco & Seattle

• 2 Day Event, Monday/Tuesday – Day 1 VIP/Press, bloggers, sweepstakes winners

– Day 2 General Admission $15 ticket

• Sold Out All Available Seats

• Received excellent press coverage

– MSNBC: "Video Games go to the Movie Theater" 10/7/09, NY Times, Variety

• Posted 5 updates to 686k facebook fans for 383 Comments and 2,094 ‘Likes’

• PlayStation sent 9 Tweets to 80,406 followers

Marketing Summary

PlayStation Blog and Website Events page promoted event and ticket giveaway

Marketing Driven by Social Networking

PlayStation

Blog and Website

Events page

promoted event

and ticket

giveaway. Sample

Posts:

90% stayed for the

entire 4 hours

90% attended were

males

18-34 YO

Press Highlights: Gaming

Diverse range of coverage generated on key web sites, blogs and online versions of influential media outlets: Such as Reuters, AP, Hollywood Reporter etc.

Total Impressions: 143,403,482 unique visitors

Worldwide Press Coverage:

Now Sony has come up with a new strategy: premiering video games in digital theaters

As the electronics giant sees it, gaming events like the “Uncharted 2” preview are just one example of how so-called alternative programming – basically anything other than film — can help movie theaters fill their seats during non-peak times.

In Theater Concerts Artist Promotional Support: Website

• Artist Home Page

• Tour Page

• Blog Page: pre show and post show comments

In Theater Concerts Email/Website Promotion

Theater Website

Weekly Email

In Theater Concerts Sample Social Media/Local Marketing

• Street Team: Facebook, Twitter, and Myspace

• Sony Music College Campus Market Reps

Posters on campus

In Theater Concerts Movietickets.com/Hollywood.com

Promotion Over 2 days

Generated:

• 166,676 impressions

Hollywood.com

111,339 impressions on

Movietickets.com