Sony 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.
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
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 ?
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
"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.
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
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.