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Chocolate house and HIIT workshop
Sony
chocolate house and HIIT workshop
And suddenly, you could hear a pin drop... among the influencers
Specialised tech media generally get to see new products at international trade shows or launches. But for lifestyle media, these kinds of launches of technological products are more infrequent, although their readers also use these kinds of devices. Who doesn’t use a headset when working out?
Chocolate um… earpods in a box
For the launch of the very first wireless headphone with noise cancellation, Sony opted for an unusual location. In the magical Chocolate house in Antwerp, we invited both the lifestyle press and a few influencers to a dinner. The room was a sort of treasury and the attendees were greeted with an oyster appetizer. However, in place of the oyster, they found an earbud. They could use it well and try it out during dinner, for a band was playing quite loud in the background.
All Colors provided the invitations and media support. The top lifestyle media, including Marie Claire, Sabato, Goed Gevoel and nina, along with a number of top influencers, including Flo Windey (StuBru), Nathalie De Martelaere (@unicornandfairytales) and Jill de Greef (Pink ) were seated at the table.
Influencers – The Sequel
The Sony SP800 is the sports version of those earbuds. Once again, we looked for influencers. Because of the pandemic, we opted for an online event. In the Benelux, we selected some thirty micro-influencers (with 10K to 100K followers), each of whom practices a wide range of sports: boxing, cycling, yoga, running, etc.
Online workout with Benelux influencers
They were sent a box ahead of time containing a number of items we had selected. These made up the perfect starter kit for an online workout: a towel, a skipping rope, a water bottle, ... all of the Sony brand. The Sony earbuds were of course also included. And so everyone was kitted out for an hour-long workout without being disturbed by ambient noise. Just like in the gym. Thanks to the Sony noise-cancelling earbuds.
The result: every influencer posted the unboxing in their stories and wrote at least one extra post (on Instagram) about the workout and the Sony earbuds.
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