Sony Ericsson unveils bond marketing strategy
Category: Sector focus | 23rd Oct 2008
Sony Ericsson has unveiled a global digital marketing campaign that promotes its brand partnership with the latest James Bond film.
The campaign seeks to highlight the features of Sony's C902 Titanium Silver Cyber-shot mobile handset, used by Daniel Craig in the Quantum of Solace.
Sony's micro-site www.sonyericsson.com/bond will host the Directive C902 interactive movie, which allows users to put their spy skills to the test, while also highlighting the phone's special features.
The launch began this week through an email marketing campaign, while advertisements for TV, cinema, press and in-store point-of-sale materials have also been created.
Cathy Davies, Sony Ericsson's director of global marketing, said: "As well as enabling our customers to actually own the James Bond phone we're able to offer them unique experiences online, in store and through partner marketing as well as through the phones themselves."
Several other brands have partnerships with the new Quantum of Solace film, including Heineken, Coca-Cola, Ford and Virgin Atlantic.
HS&P is an integrated relationship marketing agency. Our current clients include Diageo, Honda, Norwich & Peterborough Building Society, Norwich Union and Ted Baker.
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