PowerPact Wins PROMO Interactive Award for Sony Mission for a Million Campaign

Interactive Campaign wins Best Promotional Web Site

New York – May 27, 2009 – PowerPact, the forward-thinking promotion and shopper-marketing agency, together with Sony Electronics announced today that its James Bond-based interactive campaign Mission for a Million is the winner of PROMO’s Interactive Marketing Award 2009 for Best Promotional Web Site. The award honors the best and brightest in effective interactive marketing — and recognizes the valuable role that interactive tactics play in motivating consumer response and creating strong, exciting brands. Judges based their decision on: Concept (including relevance to the target audience), Innovative Use of Technology, Execution and Results.

Sony Electronics is a world-renowned manufacturer of consumer electronics for any occasion, style, home layout and budget. Getting significant retail coverage and standing above the competition is a constant and ever-growing challenge for the electronics category. PowerPact was challenged to create a program that would address that by leveraging the latest James Bond movie installment, Quantum of Solace from Sony Pictures Entertainment.

The interactive game Mission for a Million, created by PowerPact, featured a thrilling "secret agent" game that intriguingly blurred virtual and real worlds: participants were given the mission to recover portions of stolen Sony HDNA for a chance to win Sony products and a shot at the one million dollar grand prize. At retail and online, the engaging user experience featured a strong, yet seamless blend of product information that reinforced Sony product superiority including VAIO computers, BRAVIA HDTVs, Blu-ray Disc players, Handycam camcorders plus others.

"The key to the program’s success was capturing the secret agent novelty of James Bond, and creating a highly intriguing promotional game online over an eight-week period," said Jacque Bibeau, Group Account Director, PowerPact. "We caught the attention of electronic enthusiasts — who want the best, latest and coolest gadgets available — through an arsenal of outreach efforts including e-mail blasts, attention-grabbing POS at retail, text messages, phone calls, an AOL bot, plus banners on technology, social networking and retail partners’ sites. This integrated, digitally-driven campaign built awareness, buzz and even gained new Sony brand fans."

Consumers registered and played the game at www.sony.com/missionmillion. Agents (the players) used virtual Sony products to watch behind-the-scenes clips from Sony Pictures’ Quantum of Solace and answer related questions. Users couldn’t proceed through the weekly spy missions without correctly answering questions about the product and key technology that was used to examine the clips. Each correct answer earned participants an entry into the sweepstakes for a chance at the one million dollar grand prize. The site also offered instant-win opportunities via Bond-related trivia which encouraged stickiness and engagement, as well as educated consumers on the Sony "What is HDNA" campaign and offered downloadable widgets and wallpaper.

Three winners were flown to LA for the Quantum of Solace private prescreening to rub shoulders with the stars and collect their prize.

"PowerPact brought our vision to life at the point of sale and online with the Mission for a Million promotion," said Marc Rullo Sony Electronics Director, Retail Marketing. "The promotion successfully integrated our national HDNA campaign with the new Sony Pictures Entertainment James Bond film, Quantum of Solace. This highly engaging experience drove consumers to more than 2,500 retail locations and drove traffic to Sony.com raising awareness for the release of the film."

About PowerPact
PowerPact is a forward-thinking promotion and shopper-marketing agency dedicated to delivering Immediate and Lasting Results^™ for brands through behavior-driving campaigns in-store, on-line and on-the-go. Since 2000, PowerPact is one of the nation’s prolific award-winning agencies with long-term Fortune 500 clients.

About PowerPact Holdings Group
PowerPact Holdings Group is a new breed of marketing and media company that focuses on consumer behavior in today’s dynamic consumer-led world. Our companies, PowerPact and TouchStorm^™ (the digital content marketing and media company focused on the production, distribution, engagement and conversion of Branded Information), are devoted to innovating breakthrough approaches, tools and technologies to help brands gain access to the consumer’s coveted spaces.

PowerPact Holdings is an independent, employee-owned and certified woman-owned company. Its footprint reaches 17 U.S. cities with offices in New York City, Dallas and Richmond, Va. Clients include General Mills, Sony, P&G, FUZE, Land O’ Lakes, Mott’s, IKEA, Capital One, American Diabetes Association and Susan G. Komen for the Cure.

© 2009 PowerPact, LLC. All rights reserved.

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