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:

http://www.sonymobile.com

    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