This site gives Sony a boost among a young target audience through content and tools that enable visitors to create mini art projects. This frequently marketing-averse demographic is a tough one to reach, content must capture imaginations without force-feeding messages and participation is key. This online channel leverages a community feature, while presenting Sony as the creative enabler rather than the focus of the site. It does a very nice job of walking the fine line between promoting the brand and allowing people to be expressive under its umbrella.

• The primary means of navigating the Expressions Gallery are forward/back arrow icons supplemented by sort parameters, in a handful of dropdown menus creatively placed inside a single sentence.

• Creative options for composing include thousands of images, sounds, illustrations, animations and words.

• In the first two weeks, the average time spent on the site had climbed to 10 minutes and 882 Expressions had been created.