Today Sony Mobile Communications (USA) Inc. launches a campaign featuring its first-ever national television commercial introducing the Xperia ion as Sony's first LTE smartphone now available exclusively on AT&T. The TV spot is just one part of a fully integrated campaign which includes television, digital, out-of-home, social media and print components. The campaign emphasizes Sony's connected entertainment and the unique HD everywhere experience that is brought to life by the Xperia ion.
The launch of Xperia ion makes its mark as the launch of the first Sony -branded LTE smartphone in the U.S. and delivers on the company's strategy to offer premium entertainment experiences across multiple screens. The campaign behind it is designed to build awareness for Sony's mobile offerings that will appear under the Xperia name.
Peter Farmer, Vice President of Marketing for North America at Sony Mobile Communications said, "The Sony brand has long been synonymous with entertainment and innovation, and this campaign shows how the Xperia ion continues this tradition by providing consumers with a truly connected entertainment experience that only Sony can offer."
The Xperia ion national advertising campaign was developed by McCann Worldgroup and is an extension of Sony's global 'Made of Imagination' campaign platform. It kicks off with a television spot, directed by Emmy-nominated music video director Paul Hunter. The spot also includes familiar and timely Sony brand assets such as The Amazing Spider-Man and new music by Sony/RED distributed music artist Matt & Kim. Phase one of the campaign, which will be deployed across television, print, digital, out-of-home and retail will roll out over the next couple months.
"To launch the Made of Imagination platform for Sony Mobile in the US, we wanted to show how the Xperia ion can unlock amazing entertainment experiences that totally immerses users," said Mat Bisher, Creative Director at McCann New York. "We wanted to bring it to life in a way that felt exciting and imaginative."
The 60 and 30-second launch commercials, takes viewers on an entertaining, imaginative journey following an Xperia ion user walking to his apartment, as the experiences on his phone come to life around him. Artist Matt & Kim play their latest single "Let's Go," Spider-Man stops a thief, and a full-scale military assault takes place, all on one block.
To augment the TV spot to online, digital agency LBi conceived of and created microsite Xperia World (https://www.sonymobile.com/xperiaworld) demonstrating the Xperia ion's promise of immersive entertainment. LBi shot the same scene captured for the TV commercial from multiple angles and repurposed it for the microsite as a massive high-definition photo, creating a virtual city street with Sony entertainment properties including movies, TV shows, bands, songs and games. Users are encouraged to share their experience through social channels like Facebook, Twitter, Google+ and Pinterest with a challenge to find all the different Sony entertainment properties contained in the single block.
Xperia ion is now available exclusively through AT&T and costs just $99.99 with a two-year agreement. The new Xperia ion is ideal for creating and showcasing premium entertainment with video, photo, gaming and music. For more information on this all-new 4G LTE Android smartphone, visit www.sonymobile.com/Xperiaion.