SONY wanted to create a dedicated website for all things Sony. And much like Plato did, they wanted something that would immediately become a part of the cultural conversation, especially with young people. So we felt we should launch the site in a big way, right before the biggest sales event of the season, the Holidays. And what better way to launch the platform than kidnapping Santa, and telling people there would be no Holiday unless they shopped at sonystyle.com. And even though we only kidnapped a Mall Santa, and the Holidays were never really in jeopardy, the launch was a huge success, leading to SONY quickly opening SonyStyle stores in 5 major cities across the country.
