TMZ installed the TVs in the studio and used them to effectively reference video and their site content picture-in-picture on the Sony Internet TV. It was such an organic integration that they continued to use the product post-campaign doubling, tripling, quadrupling the estimated added value. In the end, the Sony Internet TV picture-in-picture technology provided such a value to the show that TMZ continues to keep both products installed in their studio and integrated within the show free of cost to Sony. In addition to the on-air integrations, we maximized the exposure of Sony Internet TV with the TMZ audience by purchasing homepage media on the days of the product integrations. Plus, we filmed a training session of the TMZ staff learning how to use the Sony Internet TV and virally distributed it throughout the TMZ network.

Overall, the value FAR exceeded our wildest expectations. We ended with an estimated $2.5 million in added value - about 200% over our investment level. We received 8 on-air added value integrations of the Sony Internet TV on the TMZ TV show. Online, the training video was the most played video that week surpassing their average play benchmark by 600%. 530 products were sold through SonyStyle stores alone to users who could be directly linked to having seen the on-line components on TMZ.