Remember this commercial?
You didn’t think they’d actually do it, did you? Neither did I. But with the help of some high school-aged rocket scientists, they did.
Soon the Discovery Channel will be chronicling the adventures of 8 high school students chosen to participate in Sony’s Rocket Project. The stories are inspirational, the filming is very well-done, and overall, it’s a moving experience. Check out the video below for a glimpse.
However, in the teaser, Sony does imply that their laptop will be used to launch a “real” rocket. Though the opportunity they’ve given to the students who help build their rocket is amazing, I can’t help but think that it was a cutesy way for them to avoid having to actually live up to their claim. The rocket the students build is impressive- 1,110 lbs., and manages to get 147,000 feet into the air at a speed of Mach 2.8. The students have been offered jobs and scholarships to some of the best schools in the country. But does Sony actually keep their promise? And most importantly, what is this going to do for their brand?
I’m all about the Make.Believe campaign. I think it’s inspirational, creative, and speaks to the capacity to make imaginary things real that technology affords us. However, they’re not well-publicized ads, and they haven’t gotten the viral claim to fame that other brands have (*cough* Old Spice *cough*). Thus, this project, while, as stated before, very touching, probably won’t serve to increase sales or even really brand awareness. Which further begs the question: why was it worth it? What are they hoping to accomplish?
Perhaps I’m speaking too soon. We’ll talk after the documentary airs on the Discovery Channel, but in the meantime I’d love to hear what you think. Until then, loyal readers- nothing is impossible, so make believe!