Sony used a four-week New York City transit campaign to promote its LinkBuds Fit partnership with Olivia Rodrigo and strengthen its position in the headphone category. Brand trains, wall vinyl, bus king ads, and two-sheet posters ran from October 21 to November 22, 2024. MFour compared exposed and control audiences across awareness, opinion, consideration, and intent. Among exposed consumers, 31% named Sony as a top-of-mind headphone brand, a 7% lift over control. Unaided ad awareness increased 75%, while aided awareness rose 27%. The campaign achieved 59% ad recall, more than 1.5 times MFour’s benchmark. Among people who recognized the ads, brand favorability increased 11%, consideration rose 17%, and purchase intent improved 18%, showing measurable impact throughout the decision journey.

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