Underline Communications

When Sony set out to create a modern, enterprise-wide loyalty program, they turned to Underline. Collaborating with a team of agencies, we helped shape a singular new program—Sony Rewards—that offers a compelling value proposition to both customers and internal partners.

To promote the launch of the new program, we developed a detailed strategy that leveraged email and direct mail to build awareness and engage Sony’s best customers.

We then developed a robust ongoing communications program that helps onboard new members and increase engagement with existing members.

Components of the lifecycle program include:

• Welcome email series
• Monthly opt-in email newsletters
• Trigger emails for remarketing, fulfillment, and customer service
• Seasonal sales promotions
• Holiday direct mail catalog