Sony Mobile Launches new Xperia(TM) Campaign Showcasing Connected Entertainment Experiences
Sony Mobile Launches new Xperia(TM) Campaign Showcasing Connected Entertainment Experiences
AsiaNet 50523
LONDON, Sept. 5, 2012 /PRN=KYODO JBN/ --
- Integrated marketing campaign highlights One-touch function to share music
and images between smartphones and other Sony products
Sony Mobile Communications ("Sony Mobile") has unveiled the second phase of
its 'Made of Imagination' marketing campaign, which demonstrates how Xperia
smartphones offer consumers the best connected entertainment experiences. The
campaign showcases how consumers can instantly 'unleash' music or images from
their Xperia smartphones with other Sony products using simple One-touch
function, enabled by Near Field Communication (NFC) technology.
(Photo: http://photos.prnewswire.com/prnh/20120905/559260 )
The integrated campaign, which will be deployed across TV, print, digital,
out-of-home and retail, highlights Sony Mobile's commitment to innovative use
of NFC. The campaign starts in the UK and will roll out in other markets over
the coming months. It includes two distinctive TV adverts and the first, which
airs for the first time on 7th September, shows how music playing on an Xperia
smartphone can be instantly transferred to a speaker with a single touch. The
second advert, which airs in early October, explains the simple process of
capturing and sharing images by touching smartphones together.
Steve Walker, Chief Marketing Officer at Sony Mobile said, "Xperia
smartphones are at the heart of Sony's wider strategy of delivering connected
entertainment experiences and a common user experience across devices. Xperia
smartphones open the door to a world of imagination and we have created a
vibrant campaign to show the possibilities of One-touch function, whether
creating, sharing or listening to content."
The distinctive art work is used in the TV adverts and throughout the print
campaign. The soundtrack is provided by British group, Crystal Fighters with a
song called Follow. The first of these TV adverts, by the directors collective
Canada, can be viewed here: http://www.youtube.com/watch?v=Pe6R_ITMILM&hd=1
The integrated campaign, which was developed by agency partners, McCann
London, PHD, Momentum and LBi, will feature an innovative social media campaign
called Tweetsinger supported by Twitter hashtag #tweetsinger, that turns
people's tweets into songs and will go live on http://www.sonymobile.com on
September 10th.
Sony Mobile is showcasing its new range of Xperia smartphones with
One-touch function, Xperia T and Xperia V at the consumer technology trade show
IFA in Berlin. Visitors to Sony's stand can see demonstrations of how music is
transferred from smartphones to headphones and speakers, as well as how images
are moved to compatible PCs through One-touch function.
About Sony Mobile Communications
Sony Mobile Communications is a subsidiary of Tokyo-based Sony Corporation,
a leading global innovator of audio, video, game, communications, key device
and information technology products for both the consumer and professional
markets. With its music, pictures, computer entertainment and online
businesses, Sony is uniquely positioned to be the leading electronics and
entertainment company in the world. Through its Xperia(TM) smartphone
portfolio, Sony Mobile Communications delivers the best of Sony technology,
premium content and services, and easy connectivity to Sony's world of
networked entertainment experiences. For more information:
Sony "make.believe" is a trademark or registered trademarks of Sony
Corporation. "Xperia" is a trademark of Sony Mobile Communications AB. All
other trademarks or registered trademarks are the property of their respective
owners.
FOR MEDIA INFORMATION PLEASE CONTACT:
For more information, images and videos please visit:
sonymobile.com/pressreleases
[http://www.sonymobile.com/pressreleases ]
Sony Mobile Communications, Global Communications & PR department
General Press: +44(0)208-762-5858
SOURCE: Sony Mobile Communications
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