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By The Drum Team, Editorial

June 15, 2011 | 1 min read

A new viral campaign released today by Sony to raise awareness of its filming the Wimbledon Finals in 3D takes a novel slant on its iconic ‘Balls’ advert.

Produced by Crayon, the ad features thousands of tennis balls bouncing through the streets of Wimbledon before driving viewers to www.bounc3d.com for the chance to win tickets for the 2011 Ladies Singles final.

Running across national press, Facebook, Sony Centre activity, eDM and field marketing with 10,000 branded tennis balls to be handed out in London, the campaign will also be supported by Absolute Radio breakfast shows and on its website. The seeding of the film is being handled by OMD UK.

Sony UK general manager of brand marketing Matt Coombe said of the campaign: “Sony awarded this project to Crayon as it is based around a great creative idea that not only cleverly maximises nostalgia around a previous Sony campaign, but explodes the idea digitally without having to support it with TV. We’re really excited about the launch.”

Sony 3d Wimbledon

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