When Sony wanted to reach the fashion community and media to launch their new clutch-portable laptop Vaio computer, they contracted the help of ExtraExtra. For the debut, we created a 360 degree plan touching upon all media outlets. ExtraExtra commissioned four designers to create custom notebook holders exclusive to the PC, then showcased them along with the computer at Sony's flagship store in NYC during Fashion Week with a turn-key, splashy, star-studded event. Along with the exclusive pocketbook, each designer created a behind-the-scenes video short that revealed their creative process in connection with the computer. These videos were displayed in Sony's store window during the product launch. The windows and displays were then duplicated in 47 strategically chosen markets by Sony. Additionally, ExtraExtra assisted with a model activation that took place throughout New York City.