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.
Sony Mobile Communications (USA) Inc. launched a campaign Monday 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 HD everywhere experience that is brought to life by the Xperia ion.
Peter Farmer, VP 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 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.
Xperia ion is now available exclusively through AT&T and costs $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, says the company.