Sony uses Bite for 3D Wimbledon drive

Bite Communications' work with Sony to promote the first 3D production of the Wimbledon tennis championship comes to a head this week with a special screening of the men's final.

Sony: producing Wimbledon finals in 3D
Sony: producing Wimbledon finals in 3D

Bite, the company's retained agency, has spent the past weeks targeting consumers, journalists and broadcasters around the world.

More than 170 cinemas internationally have signed up to screen Sony's 3D production of this week's men's semi-finals, men's final and women's final in 3D.

In addition, broadcasters from countries including the UK, US, and Sweden will carry Sony's 3D broadcasts live.

The campaign will culminate with a championship-themed press screening of the men's final at the Apollo Piccadilly Circus cinema in London, with grass carpet, ball boys and girls, Pimm's and strawberries and cream.

Sony Professional PR manager Elizabeth Pierce said: 'We started speaking to the press early to make sure that our voice was heard before a tennis ball was struck.'

Simon Johns, account manager at Bite, said it had set up a Facebook page with tools for journalists, such as video footage and images. He added: 'We engaged with technical press by giving them a behind-the-scenes look at the mechanics of 3D production.'

This is the first year of Sony Professional's three-year contract with The All England Lawn Tennis Club to produce the tournament in 3D.

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