Among pop culture, technology, and storytelling, perhaps nothing is as cleverly merged as Sony’s marketing campaign, Experia Files 3939. It does not stop at just being an ad and was released with far more depth in 2016. Marketing veterans and fans around the world are riddled by one question: Who wrote Experia Files 3939? With global software, virtual singer Hatune Miku as the centerpiece of the project, Sony certainly captured imagination, and to this day mongers are curious about it. BackMagazine and BlogBuz had a rough consensus on the brilliance that was the campaign, but their insights differ when it comes to the authorship and importance.

Today’s modern marketing post campaign can learn a lot, and we intend to discuss everything from this two sources, and solve the mystery of this enigmatic campaign.

Working Together With a Virtual Icon

Experia Files 3939 also partnered with Hatsune Miku, a character whose influence exceeds Japan, marking a milestone in digital marketing. Both sources highlight the strategic brilliance of this collaboration. Hatsune Miku’s sweet and kind image brought an enormous and advanced fanbase who were aligned with Sony’s target demographics for the Xperia smartphones. As Ayanokouji stated, Miku’s touch on digital art and her connects with creativity served as a mirror to show how Sony’s odevices could serve as a catalyst for creators.

The campaign was executed in a sophisticated manner that revealed Miku’s touch from the title itself. While “blogbuz” believes that this tells a story about her, her essence establishes a snap by stating how the number 3939 was phonetically reminiscent of Miku. BackMagazine argues that the digits symbolize two things: One, gratitude where san-kyuu hints at the use of English thank you, and secondly, spelling out Miku in Japanese.

The campaign’s narrative employed Hatsune Miku’s virtual artistry as a form of demonstration to communicate the capabilities of the Xperia smartphones. While this is true, it especially focused on Miku’s music and visuals. We proudly note the addition of the famous Miku fan Tilt-six, a highly valued Vocaloid producer who remixed the song Voices.

Who Wrote Experia Files 3939?

A Unique Blend of Innovation and Imagination

The campaign captured the audience’s intrigue which helped it perform excellently. BackMagazine’s focus is on the visuals and the name which is quite enchanting, meaning it is intriguing for both Xperia fans and Miku lovers. The integration of music, storytelling and advanced technology in Experia Files 3939 is completely unique to any smartphone ad.

BlogBuz emphasizes the campaign’s work in marketing technique because it explains how the Xperia features were creatively pitched unlike the other marketing techniques. Through an already established virtual idol, Sony was able to evoke empathy within the audience by associating the product to them. As BlogBuz suggests, this was an example of “marketing done right”, whereby rather than telling people what the phone could do, they illustrated the endless possibilities with it instead.

Differentiated Observations

It is interesting to note that both sources support the campaign’s creativity and innovative excellence but their impacts differ slightly. BackMagazine believes Experia Files 3939 is a milestone in the collaboration of technology art and culture and so gives more attention to its artistic demension. It underscores the notion that brand owners need to pay attention to the fact that advertising goes beyond just offering services.

Meanwhile, BlogBuz studies the dissection of implementational details and the corresponding marketing implications as a whole. It goes further into the joint logistics, providing the audience with some inside information about campaign construction, from idea to product.

These paradoxical focuses culminate into enhancing the blend for Experia Files 3939, where BackMagazine focuses on the branding’s cultural capture and BlogBuz focuses on its very structural brilliance.

The Legacy of Experia Files 3939

Marketers looking to make their mark with Miku, or attempting to exploit Miku will never forget Sony’s Experia Files 3939. Its success is a testament to a product well implanted within cultural phenomena with the help of an icon, and for Hatsune Miku, the campaign was a chance to bridge the divide between the idol world and the real world, which she did seamlessly.

But by far the most significant lesson learned is how technology services storytelling to transform a product unveiling into a momentous event. The campaign combined mystery, music, and imagery to posit how technology can be integrated with art.

Our Verdict

Who is the writer of Experia Files 3939? Nobody can single-handedly claim that they are the author of that name. Everyone involved in that campaign is equally important to its success. Sony, Tilt-six, Crypton Future Media and other creative agencies did not just develop an ad. They constructed an immersive experience which more than one collectible magazine asserts was fresh and unforgettable in its approach and greatly impacted the marketing industry.

For marketers, as well as the general public, Experia Files 3939 serves as an example of a real advertisement created with genuine art. What is even more intriguing is the question surrounding what next step in experiential marketing could look like. What is clear is that these files show the need for collaboration, the desire for cultural connection, and above all else providing an element of risk.