According to a recent article on The Next Web, #CatchTheTablet is considered the most successful social media campaign ever implemented by Sony Electronics for a product launch in the US: http://thenextweb.com/socialmedia/2011/09/26/how-sony-ran-catchthetablet-its-most-successful-social-media-campaign-in-history/.
The concept and name for the #CatchTheTablet social media campaign was conceived at Atomic PR, and Atomic teammates worked alongside the social media team at Sony Electronics to combine Facebook, Twitter and gaming elements to give participating fans in important markets across the United States the opportunity to win a Tablet and increase brand awareness for Sony. The Atomic team built a Facebook tab, which acted as a central hub for campaign efforts. Through the hub, Sony fans could learn about and RSVP for Tablet events in top U.S. markets and use interactive maps to discover exactly where they needed to go in order to “Catch the Tablet.” Sony and Atomic social media staffers personally turned up with the Tablet in hand at different locations in five top cities across the country, including New York, Los Angeles, Miami, San Francisco and Chicago.
To enter the contest, fans had to locate the team, take a photograph with the Tablet and tweet it out with the #catchthetablet hashtag. Fans could also head to a Sony Store and photograph the Tablet there. To increase engagement among fans not located in the five cities, fans could go onto Facebook and vote to add their city to the itinerary. Additionally, to help engage fans located outside Catch the Tablet tour stops in top markets, we also provided a virtual way to enter the contest to win a Tablet, by simply submitting your email address to the Facebook tab. Over the two-week campaign, 60 Sony Tablets were distributed to fans participating in the campaign.
Check out more details and complete results here: http://www.atomicpr.com/results/sony-catch-the-tablet/index.php