Sony Japan

Sony launched a contest campaign to promote their new Nav-U vehicle navigation system in Japan. The contest was inspired by something we all know and love: driving and singing in the car with friends.

The idea is to get contestants to do car singing auditions and post them on YouTube. The Sony Nav-U system can play music and video and even record them, so the contest is very in line with the product.

The best car singing audition videos will be uploaded on Sony’s website and the cream of the crop will be integrated in an official Sony TV spot next month.