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Sony Launches $100M HDNA Ad Campaign

Posted August 16, 2007 06:29 PM by Josh Dreuth

Blu-ray DiscSony Electronics is set to launch a $100M ad campaign in order to promote what they are calling HDNA - a combination of high definition (HD) and DNA. The campaign will focus on educating the public about Sony high definition products, including Sony Blu-ray players, and how they all integrate to provide the ultimate high definition experience. The TV, radio, print, and Internet ads will feature NFL quarterback Peyton Manning and NASCAR driver Dale Earnhart, Jr. explaining the benefits of high definition, and how consumers can integrate HD into their lives via Sony products. TV ads will run in primetime, as well as on dedicated HD channels like National Geographic HD and Universal HD. Chief Marketing Officer Mike Fasulo commented, "HDNA is the core, the essence of all Sony HD products. If a consumer is considering the purchase of an HD product, we believe that given our lineage and expertise in the category, Sony should be the only consideration. With this comprehensive campaign we will also demystify all of the fears associated with purchasing a high-definition product." The campaign is expected to last through the all-important holiday shopping season, well into 2008. Sony makes this announcement just as the Disney Magical Blu-ray Tour kicks off in malls across the country, where they hope to educate the public about Blu-ray.


Source: Blu-ray.com | Permalink | United States [Country settings]

News comments (27 comments)



dialog_gvf
  Aug 16, 2007
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Sweet!

$100 million just from Sony. WOW

buckshot
  Aug 16, 2007
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bout time they get around to fixing this fud problem we've been having. and advertising on universal hd is just plain funny.
lester73
  Aug 16, 2007
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LOL. bly ray adds on Universal HD channel. Love it!!

kjacobs03
  Aug 16, 2007
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I've seen Blu-ray adds on Universal HD a couple of times in the last week.

monkyman
  Aug 16, 2007
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It's about time, i'm tired of HD-DVD commercials on TV. And i'm glad Disney won't feel like they are the only ones spending money on advertisement.

Mr. Joshua
  Aug 16, 2007
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I find it very interesting that Sony will be promoting HDNA on Universal HD. Universal is staying neutral huh? sounds like Universal's got skin in the Blu-ray game to me...

ReduxInflux
  Aug 16, 2007
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hopefully they'll buy advertising during the SuperBowl. That's where it'll hit the most people.

Papi4baby
  Aug 16, 2007
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No it just means Universal likes money, and probably the part of Universal responsible to ad revenue is not related to HDDVD directly. Good news none the less.

bkbluray
  Aug 16, 2007
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They should also advertise on 24 and The Office. They could do both cheaper than if they just advertised during the Super Bowl.

stockstar1138
  Aug 16, 2007
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I want to see that awesome ad with the blue lasers, the drums, the stock cars, the wolves, the warriors, and the rain at the super bowl. it would be like that mac commercial back in 84.

E-Dogg
  Aug 16, 2007
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Very good move by Sony. They are taking the gloves off finally to educuate the public about what the true future of HD is all about.

gamer4eva
  Aug 16, 2007
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nice stuff sony also did a small kinda magical tour in a mall near my house and ppl were amazed by what they saw it was promoting bravia TV's PS3 and BD players and movies by playing pirates, open season, and casino royale and other small trailers from upcoming movies they should advertise worldwide good news

i wan't the matrix

jcdDigix
  Aug 16, 2007
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I heard one on a local smooth Jazz Radio with a female voice, it was awsome. I think we should also start the countdown of HDDuD death.

supabilly8
  Aug 16, 2007
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about time sony, the blu ray needed more advertising to warn people NOT to buy hd-dud
warhawk21114
  Aug 17, 2007
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we've been saying BD needed more PR. Got a classic Disney tour going around! That always draws numbers, and Sony doing tv ads on the important stations. So things should be lookin up I think!

Excalibur-king
  Aug 17, 2007
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Sony is so big they can drop 100M just like that.nice

quexos
  Aug 17, 2007
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and now a commercial break: HD-DVD the format of the future with higher capacity than Blu-ray, more features, a higher bitrate and more extras, buy HD-DVD, already selling twice more than Blu-ray. HD-DVD with it's whopping 15 GB per layer, you will eventually enjoy long movies like lord of the ring in Two disks ONLY per movie meaning that you will enjoy a cut in the middle of the movie when you go flip the disk to see the rest. ONLY HD-DVD offers you that pleasure, forget about competing Blu-ray and it's 25 GB per layer forcing you to enjoy the whole movie from beginning to end. Remember when you think HD, think HD-DVD: the format of choice for the HD ignorant masses that will believe anything.

haha let's take friendly bets: i say HD-DVD will die by the mid 2008, who has a better date ?

Galley
  Aug 17, 2007
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Perhaps they should make some decent PS3 ads. They should let folks know that it plays BDs,
streams music and photos and much, much more. It also doesn't break down constantly, like that
other console.
Blu-Ray Buckeye
  Aug 17, 2007
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"I find it very interesting that Sony will be promoting HDNA on Universal HD. Universal is staying neutral huh? sounds like Universal's got skin in the Blu-ray game to me... "

These big companies have different divisions who operate fairly separately. Universal HD's CEO & CFO are going to do whatever it takes to pad their bottom line including taking add revenue from the BD camp. This probably never even crossed their minds as a concern. Also the tentacles of these companies are so numerous and so long that the business dealings get incredibly convoluted.
Blu-Ray Buckeye
  Aug 17, 2007
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"Perhaps they should make some decent PS3 ads. They should let folks know that it plays BDs"

You might want to also remind them that it plays all of their old DVDs while you're at it. Just fighting the FUD.

CptGreedle
  Aug 17, 2007
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Hey COOL! My company will be showing ads too! (National Geographic HD)
It would be great to see them on Discovery too! And the fact that it's on the Universal HD channel is
just too sweet.

(... still trying to figure out what DNA is or has to do with this)

haushausman
  Aug 17, 2007
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So 50 million for Manning and 50 million for Earnhart. Sounds about right
Koreginald
  Aug 17, 2007
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Blu ray is truly the next great medium for entertainment. This is just one more nail the future coffin of HD-DVD.
Andrey
  Aug 18, 2007
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Hey greedle our campaign simply means that HD is in our DNA(our blood). Movies, TVs, Camcorders, Blue-Ray, digital cameras, laptops, are all linked and work together to give you the best HD quality! Go blue

ESUNintel
  Aug 19, 2007
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The store I work at already got all the posters and stuff to put up. It looks nice!!
ADPNIGHTMARE
  Aug 19, 2007
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My local walmart already has some signs up "sony:hdna., high definition. Its in our DNA." (not to mention no HD-DVD players except for the 360 add-on). And in the new best buy add that came out today there is also an the same ad.
rwriley
  Aug 21, 2007
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Take the $100 Million and reduce the price of the players. War would be over.


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