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For the 2001 Open House, Sony wanted something extra to capture the audience's interest before arriving at the show. Rather than sending a traditional direct mail piece, Group X recommended an invitation sent via e-mail to each potential attendee. Within the email, the recipient conveniently clicks on an URL that launches a colorful animation then resolves to a link where attendees could see the schedule of presentations and R.S.V.P. The e-invite was successful in securing an audience for the three U.S. cities featured in the Open House. |
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