Sony’s Share Magic Memories Campaign to Promote Handycam Camcorders at Disney Parks

Sony’s Share Magic Memories Campaign to Promote Handycam Camcorders at Disney Parks


San Diego, CA—Sony Electronics is teaming up with Walt Disney Parks and Resorts to promote its latest line of Handycam camcorders in an integrated marketing campaign that focuses on capturing and sharing family memories.

“Sony is thrilled to be working with Disney Parks to promote its new line of Handycam camcorders,” said Hidenori Toyoda, director of the camcorder business at Sony Electronics. “It’s a perfect fit; they create magical memories for families and we make the products to capture and share those memories.”

The Share Magical Memories co-branded campaign kicked off with an online contest and dedicated website hosted by Disney Interactive at, where guests can submit a written entry about a special someone in their life, a family member, friend or educator, who has helped create a lasting memory. A panel of judges will review the stories about the special memory makers and select five grand prize winners. Each grand prize winner will receive a vacation for themselves and three guests, plus a vacation for their memory makers and three guests to a Walt Disney World Resort. The winning families will also receive a Sony HDR-PJ260V projector camcorder to document new memories before, during and after their experience at Disney Parks.

There is also be a weekly sweepstakes on where guests can enter daily on the site or text “SONY” to DISNEY (347639) on their mobile devices, for a chance to win prizes such as a $200 Disney gift card and a Sony HDR-PJ260V camcorder. One winner will be awarded per week.

To support the campaign, a series of custom videos showcasing the new camcorders are being produced and featured on and in retail stores. Some videos will be more educational, showcasing Handycam camcorder features, including built-in projection, low-light capabilities, Optical SteadyShot image stabilization, a wide-angle lens and high zoom functionality. Videos that capture guest’s favorite Disney memories along with beloved Disney characters are also being recorded at the Disney Parks using Handycam camcorders. In addition to the video series, the campaign is being promoted through Sony and Disney’s various social media channels.

“We are equally delighted to be working with Sony on this program,” said Scott Cassidy, senior vice president, Disney Global Alliance Marketing. “Their newest line of Handycam camcorders clearly takes the idea of capturing and preserving great Disney Parks memories to a whole new level.”

The Share Magical Memories campaign has a strong presence at Sony Stores and select electronics retailers nationwide. As part of the campaign, Sony and Disney are offering a “gift with purchase” program where consumers can purchase Sony HD Handycam camcorders and receive an exclusive, limited-edition Disney item from May 14 through September 30. Additionally, a specially designed experience for mobile phones will feature video and images, and allow consumers to enter the contest or sweepstakes.

                        Sony HD Handycam Camcorders

Sony’s new Handycam camcorders are designed to make it easy to capture memories in Full HD video and still photography. This year, Sony is adding a new entry HD camcorder segment at an attractive price with four models, a step-up HD category with three models, mid HD options with two models, four high-end HD models, and a double Full HD 3D camcorder.

Some new technologies integrated among select models include: an improved built-in projector for a brighter and larger projected picture (up to 100 inches diagonally); balanced Optical SteadyShot image stabilization that controls the entire optical path as one floating unit to improve image stabilization 13 times better than its predecessor; By Pixel Super Resolution technology developed to create a higher pixel count in still images by referencing hundreds of samples in the database to generate pixels close to reality; and “closer voice,” which utilizes face detection and its advanced audio processing to suppress unwanted noise and capture human voices with maximum clarity.