Sony Kicks Off `Make.Believe’ With Cyber-shot Program

By Greg Tarr On May 3 2010 - 4:01am

SAN DIEGO — Sony Electronics kicked off the first leg of its “make.believe” 2010 marketing campaign last week by launching an integrated advertising effort behind its Cyber-shot digital cameras, using country/ pop star Taylor Swift as its national spokesperson.

The first of a series of ads with Swift will highlight the Cyber-shot DSC-TX7 digital still camera with a new intelligent iSweep Panorama function. The feature captures ultra-wide panoramic shots with an easyto- execute press-and-sweep motion, Sony said.

“This is the first entry into our new year-long [make.believe] creative platform, and because of the Mother’s Day/ Dads and Grads time period, we are focusing on our Cyber-shot cameras, but we will be telling other product stories throughout the year within the same creative platform,” said Alberto Escobedo, Sony marketing director.

The Cyber-shot leg of the campaign will run through June and will use primetime TV spots, coordinated Internet advertising including syndicated dealer modules, print advertising and retail execution programs featuring point-of-sale advertising, spiff programs and online sales training support, said Jennifer Sassen, Sony retail execution senior VP.

Swift will appear in TV spots that are targeting major national broadcast and cable networks, including NBC, FOX and The CW.

Swift will also be part of Sony’s online campaign, spreading the word about the new digital camera commercial by tweeting and posting updates through social media outlets, Sony said.

“My fans are on the cutting edge, and I’m very interested in the newest and best technologies out there,” Swift said in a press statement on the campaign. “I’m very excited to take the newest Sony TX7 camera on the road and on stage to document my tour. It captures impressive sweeping panoramic views, takes amazing low-light photos and beautiful high quality movies.”

“A number of Web assets will be offered through syndication to our retail partners,” said Sassen. “We will also offer them Cyber Scholar modules with online training around all of the Cybershot products along with a digital imaging spiff program that is complementing the campaign.”

More than 200 dealers currently are part of Sony’s Web syndication program, she said.

One Web showcases being syndicated out to retail partners for use on their own Web site shows Taylor Swift using the iSweep Panorama feature on the new CX7 model.

To create additional excitement, a limited number of TX7 cameras have been engraved with Taylor Swift’s signature for sale through Sony Style, the company said.

The campaign is the first for Sony Electronics to incorporate the group-wide make.believe brand message that was developed by the agency known as 180 Los Angeles. The campaign is designed to symbolize creativity and innovation while unifying both entertainment and electronics.