Sony plays up Bond tie-in for Ericsson phone line

Share this content:
Sony plays up Bond tie-in for Ericsson phone line
Sony plays up Bond tie-in for Ericsson phone line

Leveraging the popularity of James Bond worldwide, Sony Ericsson is launch­ing an integrated marketing campaign for its cell phones in 42 countries highlighting the brand's appearance in the newest Bond movie, Quantum of Solace. The movie will be released in the US on November 14.

Approximately one to two weeks prior to the movie's release in each country, Sony Ericsson will dispatch e-mail blasts to its customers, directing them to a microsite, sonyer­icsson.com/bond, where they can help solve a mystery and download exclu­sive mobile phone applications. These include a fake fin­gerprint scanner and a universal detec­tor so that consumers can appear to have the same gadgetry as Bond in the film.

“Instead of just telling people that there's a Bond phone, we're actually letting them do stuff,” said George Nimeh, managing director at Iris Digital, which developed the campaign for Sony Ericsson. The campaign, he added, is helping the brand “bridge the gap between traditional mar­keting and much more highly interactive marketing and engagement with existing and potential customers.”

The Sony Ericsson brand is more than just a presence in the new James Bond film, it is “tightly integrated” into it, Nimeh said. A variety of characters use several different handsets during the film, including a limited-edition James Bond phone. One of the unique aspects of this campaign, Nimeh said, is that its various elements can be tailored to meet the needs of local markets.

“James Bond films have a global reach and a very broad tar­get audience,” he noted. However, the campaign will mainly target consumers 18 to 35 years old.

The campaign is part of Sony Erics­son's integrated mar­keting push behind the C902 Titanium Silver Cyber-shot phone used by James Bond in the film.

The effort also will include TV and online advertising, viral marketing, out­door media, in-store promotions and an online contest. Many of these will drive consumers to the microsite.

close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here