Sony launches campaign showing off consumer use

SAN DIEGO: Sony Electronics has rolled out an integrated campaign to highlight how consumers use devices in its key product categories, including TV, tablets, and Nex cameras.

SAN DIEGO: Sony Electronics has rolled out an integrated campaign to highlight how consumers use devices in its key product categories, including TV, tablets, and Nex cameras.

Using the theme “when you turn on a Sony, you can't help but show it off,” the electronics company is asking consumers to act as brand ambassadors by telling stories about their favorite Sony product experiences at sony.com/stories. The company will pick one winner to receive a prize pack of Sony products and the opportunity to star in an ad that will air during the December season finale of The X Factor.

“[These will be] real examples that inspire consumers to try our products and ultimately share those stories,” said Christine Gately-Evans, director of brand messaging at Sony Electronics.

The company designed the other campaign components, including social media, TV, Web, direct mail, e-mail, and retail advertising, to showcase the ways that consumers can use the brand's products.

Sony is targeting adults ages 18 to 54 with the effort, which will run through December 22, said Gately-Evans. Atomic PR is supporting the campaign's PR elements, while Universal McCann and 180LA are handling media and production.

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