• by Aaron Baar , May 10, 2011

People already live their lives in three dimensions. Now Sony is encouraging people to record them -- or at least one of them -- in three dimensions as well.

The consumer electronics company has unveiled a social media-driven contest, "Your Life in Sony 3D," through which consumers will have the opportunity to have their most meaningful life event (as long as it happens this summer) filmed in 3D and aired on 3net, a 3D cable network recently launched by Sony, Discovery and Imax.

"As a format, 3D is taking off and is being embraced more and more by consumers, from the cinema to home viewing -- and now, for the first time, with consumer cameras and video cameras that allow anyone to capture and share memories in 3D," John Dolak, Sony Electronics' vice president of corporate communications, tells Marketing Daily. "With Sony's expertise in 3D, from the production lens to the consumer's living rooms and beyond, we thought it would be fun to let a winner get her/his idea shot and produced professionally, in 3D."

The contest, which is being run through the company's Facebook page, www.facebook.com/sonyelectronics, asks consumers to submit an event description based one of four categories: Sports & Recreation, Arts & Entertainment, Cause & Community or Life Milestones & Events. After a four-week voting period, 10 of those ideas -- five chosen by public vote and five selected by Sony and 3net producers -- will be selected as finalists. A final contest winner will be chosen by a panel of experts including Buzz Hayes, the executive stereoscopic 3D producer for Sony's 3D Technology Center in Los Angeles and film director Scott Stewart.

"This Facebook contest will raise awareness of 3D and debunk some of the myths associated with it," Dolak says. "3D, done well, is an amazing entertainment experience. As a leader in the field of 3D entertainment, we want to get consumers in touch with all of it, from shooting 3D themselves to watching and sharing it with their friends."

The contest winner will have their event filmed and aired on 3net in Sony stores nationwide and on Sony's Times Square billboard (in 2D). In addition to the media exposure, the idea winner will receive a hands-on tour of the 3D truck used to film the event, as well as a Sony 3D television, Blu-Ray player and 3D personal video cameras.

Although consumers have shown some reluctance to dive into home 3D technology, citing concerns about programming and the glasses, Sony is committed to the format, and this contest is a way to build excitement around it, Dolak says.

"We think this contest is one more communication venue to help build 3D awareness among consumers, pique their interest and reinforce Sony's 3D brand leadership," he says. "3D, like everything, is about consumer choice."

Sony will promote the contest through a Facebook ad buy beginning next week, as well as 3D promotional spots to air on 3net and in Sony stores. A 2D version of the spot will appear on the company's YouTube page and 3net.com.