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July 08, 2008

Sony Electronics Launches Marketing Campaign for VAIO Computers

By Calvin Azuri, TMCnet Contributing Editor

Sony Electronics is launching an integrated marketing campaign on July 15 in the U.S., focused on the new VAIO all-in-one HD PC/TV and HD Blu-ray Disc enabled laptop.
 
This campaign continues along the lines of Sony's HDNA marketing efforts. The HDNA concept provides for high definition as a key component of the device. The technology debuted last fall and emphasized HD leadership in numerous product categories. The newly announced campaign will highlight two new VAIO HD PC models to give consumers the opportunity to learn more about the new VAIO HD PC lineup.



 
"Sony VAIO stands alone in the PC space, providing consumers the best multi-media experience possible with the HD technology used in our popular Sony televisions," stated Stuart Redsun, Sony Electronics' senior vice president, corporate marketing. "No other brand can bring music, movies, videos, games and pictures to life in one sleek computer like Sony can."
 
The campaign will be conducted through multiple consumer media outlets and platforms such as newspaper, magazines, television, cinema, radio, online, in-store, and out-of-home. As of July 15, a number of 30-second commercials will air during "The Tonight Show with Jay Leno," "Late Night with Conan O'Brien," and "Jimmy Kimmel Live." Additionally, the ad will appear on cable networks including Adult Swim, Comedy Central, ESPN (News - Alert), TBS, VH1, Discovery HD, HD Net, HD Net Movies, MHD, MGM HD, Mojo, and Universal HD. It will also be shown in theaters.
 
The print campaign launches with a "takeover" concept, showcasing the new VAIO HD notebook in Wired, Rolling Stone, US Weekly and Blender. Additionally, one- and two-page spreads will be hitting the newsstands in various issues of Best Magazine, Conde Nast Traveler, Details, Entertainment Weekly, ESPN Magazine, Laptop, Men's Health, Men's Vogue, Self, and Sports Illustrated from August to October.
 
In mid-July, Web sites such as CNET, Google (News - Alert), MSN Yahoo! Homepage, entertainment and music enthusiast, and social/community sites will begin displaying rich media and flash banners. Around this time, Sony will be sponsoring various WiFi zones in lower Manhattan in New York City and Union Square in San Francisco. From August onward, advertisements will be displayed in Chicago, Los Angeles, Minneapolis, New York, Philadelphia, Phoenix, Richmond, San Diego, San Francisco, and Washington D.C. on billboards, walls, bus shelters, airport terminals, and subway stations.
 
"The challenge was finding a way to tell the incredible story of the new VAIO that is consistent with our idea - High Definition, it's in our DNA," commented William Gelner, executive creative director for 180 LA. "Juxtaposing nature with electronics felt like a fresh and interesting way to do that."
 
Calvin Azuri is a contributing editor for TMCnet. To read more of Calvin’s articles, please visit his columnist page.
 

Don’t forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP Communications industry. The library offers white papers, case studies and other documents which are free to registered users. Today’s featured white paper is Jim Cossetta, President, CEO, 4What Interactive, Creators of The VoIPTrainer, brought to you by 4What Interactive (News - Alert).

 







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