Launched & Gone. How SONY VAIO P got oversubscribed in just 1 day with KITCHEN's online effort.

It's a hip product.

(Excuse the pun, according to the 2 key visuals developed in Japan, VAIO P is deliberately put into the hip pocket of jeans.)

And KITCHEN's task is clear - To arouse public interest and initiate online subscription.

Hence, an array of almost 10 online ads are created within weeks which are then seen in the most popular sites.

We don't even believe we could manage to get them all done, on time.

What we couldn't even expect is, an oversubscription happens overnight, literally.

Tease it the chic way. KITCHEN invites virtual world bloggers with real denim jeans.

It's for SONY VAIO P, the world's smallest full-power PC that can be put in the back pocket of jeans.

With the ever-enhancing influential power of certain bloggers, KITCHEN kick-starts the launch with the opinion leaders. Eight selected ones from various fields are invited to have a pilot test of the product.

The invitation, instead of typical Paper DM or eDM, is indeed a design carton box couriered to each alpha writer. On the box, it reads "The next hip thing from Sony". When opened, the recipient will see a real pair of denim jeans, with hand-sewn studs that form the "V" of the logotype VAIO. An insert that reads "WHAT'S IN THE POCKET?" will definitely lead him/her to take it out to find out details of the invitation. Some smart bloggers even know the size of the invitation insert is indeed the actual size of the product.


All bloggers enjoy the trial party and some even praise the creativity of the Denim Invitation Kit in their own blogs.