Living mannequins roaming Manhattan in haute couture, demonstrating the Vaio P: the ingredients of Sony’s marketing campaign are strange indeed when compared to those for similar machines. It’s an indicator of the broad ambitions that Sony has for the sleek ultraportable PC–and why it avoids the term ‘netbook,’ despite that being the hottest marketing buzzword in a decade.
The live mannequins will circulate through high-traffic areas in the city’s hottest neighborhoods to illustrate that this new PC is the ideal accessory to any fashion ensemble.
WHEN: Commencing Friday, January 30, 2009 and continuing through February 14.
WHERE: New York City; The models come alive at Grand Central Station and will hit seven other fashion-forward locations around the city including Chelsea and SoHo over the next two weeks. View the map and follow the mannequin’s activities, at www.sony.com/golightly, starting February 1.
They will be updating their facebook statuses as they go.
Press release [Sony]
The mannequins would’ve picked Eees, but they love the…um…P-ness.
“broad ambitions” … snicker.
“Live mannequins?” Is that what the kids call Golems these days?
–Charlie
Interesting concept, and I admire the idea of avoiding the “netbook” buzzword, but this just smacks of “sex sells.”
seems inspired by Nagi Noda’s work for Yuki and Coke ?
http://www.youtube.com/watch?v=SunyyZuOjbM
http://www.youtube.com/watch?v=vKGw_KYH63k
Sony’s campaign strikes me as strongly derivative of Improv Everywhere’s Grand Central Freeze from a year ago.