Financial Times: TV and online make unlikely partners

Sony's "Foam City" advertisement for digital cameras is an example of brands combining television and Online advertising. James Kennedy, general manager for marketing communications at Sony Europe, used bloggers and video and photo-sharing sites to build anticipation online before the television commercial appeared. Mr Kennedy said his team was investing 40 per cent of its time in engaging new audiences online compared with "Balls", an earlier Sony commercial that did not have an online marketing plan at the outset. Television remained the best way to hit a broad audience within one popular programme, he said, but the "opportunities are dwindling" while online was "catching up very quickly".

Financial Times