San Diego –
its Sony Dash product as a hot holiday gift idea with through a month-long TV
advertising campaign, the company said Thursday.
The holiday campaign features a product-focused commercial spot
that will be running throughout December during primetime slots in six major
U.S. markets, including New York, Los Angeles, San Francisco, Chicago,
Washington D.C. and Minneapolis.
Positioned as the ultimate holiday gift, the commercial promotes
a special holiday price of $149.95 for the Dash.
Sony said it is also placing assisted selling reps at more than
400 select retail stores. The reps are
trained to inform holiday shoppers of the key messages and benefits of Sony
Dash, the company said.
Dash is a table-top positioned 7-inch touchscreen LCD-based
device running a variety of apps, including an alarm clock, photo viewer, Facebook
access, and Sony’s Bravia Internet Video platform to support streaming media services
including: Netflix, Pandora, Hulu Plus and Slacker.
The hardware includes a 500MHz processor and 256MB of RAM.
The TV campaign launched December 4 and will run through Dec. 24.
The tagline is “Sony Dash – real-time information, personally delivered,” and
is positioned as “the perfect holiday gift.”