First To Market
Content Distribution

SONY | COMA

First of its kind
online web series

COMA was released as 7 short 2 – 3 minute episodes solely on the web.  

  • The series featured well known celebrity talent - Michael Madsen and George Hamilton.  

  • A Blu-Ray disk was distributed in WIRED Magazine to provide
    a first-ever bound in advertisement with a free Blu-Ray disc attached with the director’s cut of the web series found in 481,000 issues.  

  • The online distribution included Hulu, YouTube, MySpace, AOL and the Crackle C Network.

Results:

  • COMA cost per stream was nearly half the cost of standard brand advertising cost per stream.

  • Results from the WIRED Pulse study that featured the COMA insert had 41% unaided recall and 84% brand recall.  

  • 51% of those who saw the ad visited Sony’s website.

  • 82% of those who saw the ad, thought it was a unique offering they hadn't seen before.

  • Brand recall for this campaign was higher than it was for Sony’s first effort of the same year and brand recall online was higher than recall against both print and television ads.