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Sony Promotes HDNA, Next James Bond Film

San Diego — Sony Electronics is launching a national promotion called “Mission for a Million” that will reinforce its HDNA message that “high definition is a key part of the company’s DNA.”

The promotion — which begins today and runs through Nov. 7 — was developed to support to support the next James Bond film, “Quantum of Solace,” which MGM Pictures and Columbia Pictures will release in theaters on Nov. 14.

The promotion challenges consumers to register as “agents” at and to use virtual Sony high-definition products to solve missions in search of Sony’s stolen HDNA. Each completed mission will give a consumer the chance to win $1 million and a trip to a “top-secret location.”

“Sony’s reputation for premium technology and great entertainment work well with Bond’s legacy and innovation,” said Stuart Redsun, Sony Electronics’ corporate marketing senior VP. “The film’s anticipated arrival is a perfect opportunity to tell Sony’s high-definition story to consumers in an interactive way.”

Along with the contest, a corresponding ad campaign featuring a mix of images from the film featuring Daniel Craig as James Bond, the Mission for a Million promotion and Sony high-definition products also kicked off this month nationwide. The campaign will run through the fall to coincide with the film’s release. The campaign will be spread throughout a variety of mediums including the Web, print, in stores and in theaters.

As part of the ad campaign, all SonyStyle stores across the country and will feature elements of the promotion. Sores will feature Bond-themed window displays from October through November. In-store displays will feature the Sony PlayStation 3 Quantum of Solace video game, as well as the “Casino Royale Collector’s Edition DVD” and Blu-ray Disc.

In addition to the promotion, the company said it will also offer limited edition licensed James Bond related product that will all be available in U.S. Sony Style retail stores and online at

The special-edition Vaio notebook is emblazoned with a 007 logo on the palm rest and comes with a matching leather case. Sony said only 100 units will be available and each unit will bear a serialized number.

Sony will also offer the Special Edition Bond bundle for its Reader Digital Book, which features an embossed cover with a 007 logo and coupon codes for free downloads from the Sony eBook Store of Ian Fleming’s “Casino Royale” and “Quantum of Solace” novels.

Finally, an exclusive 007 USB Micro Vault will also be available in 8GB or 16GB capacities. Sony said that the devices each come preloaded with a “Quantum of Solace” movie trailer and bonus content.