Imagine all the hype, excitement, and anticipation associated with the Superbowl, World Series, and NBA National Championship combined and make it into a month-long soccer tournament every 4 years. That is pedestal that the World Cup rests on in Europe, which nearly reaches national holiday status in most European countries. Now add a 3D broadcast, and you have a phenomenon.
Sony just announced its “fake 3D” ad campaign for the 2010 World Cup to truly show the audience what they are missing without upgrading to Sony’s new 3D TV, conveniently on sale in the U.K. the day before the first match.
The campaign will show the ads as they appear using 3D broadcasting without the needed technology, creating a grainy, blurry image that can only be corrected if the viewer purchases the TV.
This is, in my opinion, a stroke of marketing genius. Sony has made a name for itself with its 3D movies, such as Alice in Wonderland; however, because 3D DVDs are still a bit of a nuance, Sony could not solely rely on these to create a need for their new 3D TVs.
Instead, Sony has created a market for its product, not unlike Edison did for his radical invention of the light bulb. Ideally, Sony hopes this campaign/product duo will solidify them as the forerunner in 3D technology and TV sets.
Although this campaign will not run in the United States, the mainstream use of 3D technology in advertising no longer seems to be looming in the distant future.