Here's one way to draw attention to a product. Take a group of hired models and dancers, arm them with Sony's clutch-sized Vaios — like the P Series Lifestyle PC — dress them in the clothes of emerging designers, parade them all around Manhattan, and what do you get? A brilliant marketing campaign by Sony.
The Wall Street Journal Blog notes how this joint fashion-tech campaign will kick off NY Fashion Week in a couple of weeks, with models wandering through the Bryant Park tent on Feb. 13 and 14. — still toting their Sony laptops.
And starting tomorrow, you'll be able to track the models and IM them from Sony's Go Lightly site. Sony will also be posting photos and videos from the campaign on YouTube, Flickr, and Facebook.