Sony’s Crackle Shines by Leveraging the Technologies of the Deloitte-Salesforce-Adobe Nexus

Sony Crackle, a Sony Pictures Entertainment Venture, Is a Free Video Streaming Service Platform. Aided by the Deloitte-Salesforce-Adobe Trinity, Crackle Is Succeeding in Improving Its Subscriber’s Attention Span and Retaining Them

Referencing their outstanding work for Sony’s Crackle, Deloitte Digital was recognized with a Salesforce Partner Innovation award in Dreamforce. The event took place in September this year and was considered the most innovative software conference of 2018. The award was in the ‘Innovation in the Media Category.’ The company utilized their top-notch products —StreamMIX and DigitalMIX — so that Sony can derive actionable consumer insights for Crackle.

“We believe the tools implemented give us the opportunity to glean important consumer insights and have an immediate and meaningful dialogue with our engaged audience across multiple channels. Deloitte’s deep Salesforce knowledge enabled us to enhance our direct-to-consumer strategy,” said Eric Berger, Chief Digital Officer, Sony Pictures Television.

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“StreamMIX enables Sony Crackle to leverage a single consolidated view of the customer. This holistic view, along with integrated CRM data and third-party insights, allows Sony Crackle to discover the new value and endless opportunities for its customers,” said Danny Ledger, Principal, Deloitte Consulting LLP with Deloitte Digital.

“The Salesforce Partner Innovation Awards celebrate our partners that have gone above and beyond to achieve customer success,” said Tyler Prince, Executive Vice President, Industries and Partners, Salesforce. “Today, companies of all sizes and industries must be equipped for digital transformation — and having a trusted partner to usher customers into the digital age is imperative for success,” he added.

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Deloitte digital developed a dynamic CRM and a multichannel campaign solution for Sony. This helps to keep Crackle’s viewers engaged and also helps them in their digital journeys. StreamMIX is leveraging Salesforce and Adobe integrations (pre-built and pre-tested) to personalize experiences for customers and assist in targeted advertising.

The combination of these best-in-class technological capabilities is ensuring more accessibility and performance on more than 20 device platforms. This is combined with a better understanding of Crackle’s core audience and planning efficiency of future marketing endeavors.

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