“The Connection” showcases Sony’s latest and greatest consumer electronic products for 2003 in an interactive environment that helps tell the Sony convergence story in a new and exciting way. “The Connection” leverages the capabilities of Flash MX to deliver a more personalised, dynamic, and rich user experience. Sony’s convergence story unfolds through an interactive setting that incorporates original photography, graphics, video, audio, narrative copy, and product-informative copy. To encourage exploration, an interactive map helps users navigate throughout the space.“The Connection” is part of a rich media campaign that Ultra 16 developed for Sony. The campaign strategy focused on the consumer’s need to experience a product’s features, rather than simply read about them, before purchasing. The fusion of digital products into the life- and work-styles of consumers served as a strategic backdrop to the highly immersive experiences. Ultra 16’s campaign of ten sites, including “The Connection,” have achieved great success, including media placement expansion across online and into offline channels.