Sony Monday will launch a major ad campaign, featuring pop star Taylor Swift, with the first phase used to promote its new Cyber-shot camera with the iSweep Panorama feature.
The yearlong TV, print and online campaign will include different products, beginning with the new Cyber-shot TX7 (MSRP about $400) and its improved iSweep Panorama functionality, which provides faster image stitching and sharper images, Sony said. In the iSweep mode, the photographer presses the shutter and sweeps the camera across the scene. The Cyber-shot’s enhanced Exmor “R” sensor automatically stitches the images together. The iSweep mode also detects faces and moving subjects.
Starting today, the spots will air on major networks, including NBC, ABC, The CW and Fox, and during such shows as “House,” “Chuck,” “Gossip Girl,” “Lost,” “American Idol,” “Biggest Loser,” “90210” and “Grey’s Anatomy.”
“We really wanted to focus on what makes that camera unique and special in the market,” said Alberto Escobedo, Sony’s director of brand messaging, referring to the iSweep mode. “It’s the only digital still camera that has that.”
The campaign, the first under Sony’s Make.Believe marketing strategy, is designed to tell the “Sony united story” and will eventually promote other Sony products and technologies. The story line of the Cyber-shot campaign evolves around Swift, who visits Sony headquarters and asks employees to come up with a camera that allows her to photograph the audience at her shows with one push of a button.
Sony's campaign will include full marketing collateral for all Sony authorized dealers, as well as on-site and online training. The company is also featuring cameras and camcorders in its spring 2010 Dealer Incentive Rewards promotion, which will run through June. The program rewards excellent sales performance and includes more than 30 cameras and camcorders, as well as accessories. Sony is also running a bonus program for dealers who take advantage of its CyberScholar training.
“We think Taylor will resonate well with dealers and consumers,” said Jennifer Sassen, Sony’s senior vice president in charge of retail execution, a team that was created a year ago to coordinate dealer sales and training programs, as well as special events. “The TX7 is at the higher end of the (camera) line. It's a real hero product that brings in customers. Featuring best of the best is always a good strategy.”
