Sony To Extend HDNA Campaign To Vaio

By Colleen Bohen -- TWICE, 7/2/2008 8:24:00 AM

San Diego — Sony will launch an integrated marketing campaign in the United States on July 15 touting how the new Vaio all-in-one HD PC/TV and HD Blu-ray Disc enabled notebook are "Born out of" other high-definition products, the company announced.

Sony said the campaign is a continuation of its focus on HDNA — the notion of high definition being a key part of its DNA — which debuted last fall. The new campaign spotlights two of the new Vaio HD PC models, which will also debut on July 15.

The campaign will be brought to consumers through a number of mediums including print, TV, cinema, online, in-store and more. The key message will be that the Sony Vaio is "Born out of Sony HD technology" to highlight the new computer's capability.

Once the campaign kicks off, Sony said it will conduct a national search for Vaio PC owners who can show they have enough HDNA qualities to be dubbed "Techsperts" by creating online video essays integrating Sony HD technology. Consumers will be able to submit their videos to a dedicated site for the contest that will go live in August.

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