Sony Launches $100 Million Multi-Faceted HD Campaign

Sony Electronics is plotting its largest integrated marketing campaign in the U.S. to date to plug its “HDNA” high definition product.

The $100 million marketing effort plays off the concept of high definition DNA that powers many of its product lines. The campaign, slated for a September kick-off, will feature Indianapolis Colts quarterback Peyton Manning and NASCAR driver Dale Earnhardt, Jr. in two TV spots as part of multimedia campaign featuring print ads, online marketing and in store ads.

The TV spots, with the themes “Use It” and “Plug It,” will play on broadcast and cable network prime time programming and sports in HD. Print ads will appear in Rolling Stone, US Weekly, Men’s Journal and Entertainment Weekly.

“HDNA is the core, the essence of all Sony HD products,” Sony Electronics’ Chief Marketing Officer Mike Fasulo said in a statement. The campaign will try to “demystify all of the fears” tied to buying an HD product.

One print ad for the Sony Handycam camcorder draws a line between that product and Sony’s professional HD sports cameras with the headline, “Shoot in high definition just like a network cameraman. On a Sony.”

The HDNA will promote the campaign in 40 Sony Style stores nationwide. Sony retailers will also carry in-store merchandising and other promotional material to support the effort.

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