[Best Buy] Sonny for Sony
Turning a sports star’s nickname into our promotion.
Awards
2026 | Addy Awards | x1 Silver
Sponsorships at global sports events like the World Cup are prohibitively expensive, and the competition for attention is so intense that simple logo exposure is no longer enough. So we focused on a different moment. Son Heung-min, captain of the South Korean national team and former captain of Tottenham, is known worldwide by a his nickname. “Sonny.” And, We sell Sony products.
So, we’ll turn this moment into our new promotion. Every time the sportscasters yell out Sonny, We’ll give discounts on Sony products.
No sponsorships. No competition with other brands.We simply hijack the player’s name and use broadcast audio, and fan culture as our media.
So, we’ll turn this moment into our new promotion. Every time the sportscasters yell out Sonny, We’ll give discounts on Sony products.
No sponsorships. No competition with other brands.We simply hijack the player’s name and use broadcast audio, and fan culture as our media.
