What does Sony Electronics have in common with Da Vinci?

This was the question we had to answer to leverage Sony Australia’s involvement in the launch of the Da Vinci Code movie.

Our answer – both Da Vinci and Sony are creators of masterpieces. Leonardo created art. Sony make technological masterpieces.

So, we treated Sony products like masterpieces. We framed their products, turned their website and their retail spaces into art galleries.

We gave people the chance to win their own Sony Masterpiece.

And, in the spirit of the movie, we created a secret website, where nothing is quite as it seems...

OWN A MASTERPIECE
A PROMOTION IN 3 CHAPTERS

There are three levels to this promotion.

Each level allows users to get even more involved with the promotion, but they only need to be involved on one level to have a chance to win.

Visit the Masterpiece gallery.

Pick up a gallery map – it's free.

Take the time to appreciate some contemporary art. (Well, we don’t know if it's art but we like it.)

This gallery features state-of-the-art security systems. So, please, don't touch anything you shouldn't.

For the first level of the promotion, a simple entry form is provided for users who have purchased Sony products.

But this is more than just a gallery...

It houses a secret site. This site contains a second promotion – and extra prizes.

To earn your rewards, you must enter codes.

Cryptic clues lead the way...

Codes are hidden everywhere.
On the web...

Outside retailers...

Inside Sony retailers with an in-store advertisement.

And in magazines.

Each time, users find a code, they can either SMS their code direct to Sony, or return to the website to enter their code.