Sony Mobile Launches new Xperia? Campaign Showcasing Connected Entertainment Experiences

London (ots/PRNewswire) -

- Integrated marketing campaign highlights One-touch function to share music
and images between smartphones and other Sony products

Sony Mobile Communications ("Sony Mobile") has unveiled the
second phase of its 'Made of Imagination' marketing campaign, which
demonstrates how Xperia smartphones offer consumers the best
connected entertainment experiences. The campaign showcases how
consumers can instantly 'unleash' music or images from their Xperia
smartphones with other Sony products using simple One-touch function,
enabled by Near Field Communication (NFC) technology.

(Photo: http://photos.prnewswire.com/prnh/20120905/559260 )

The integrated campaign, which will be deployed across TV, print,
digital, out-of-home and retail, highlights Sony Mobile's commitment
to innovative use of NFC. The campaign starts in the UK and will roll
out in other markets over the coming months. It includes two
distinctive TV adverts and the first, which airs for the first time
on 7th September, shows how music playing on an Xperia smartphone can
be instantly transferred to a speaker with a single touch. The second
advert, which airs in early October, explains the simple process of
capturing and sharing images by touching smartphones together.

Steve Walker, Chief Marketing Officer at Sony Mobile said,
"Xperia smartphones are at the heart of Sony's wider strategy of
delivering connected entertainment experiences and a common user
experience across devices. Xperia smartphones open the door to a
world of imagination and we have created a vibrant campaign to show
the possibilities of One-touch function, whether creating, sharing or
listening to content."

The distinctive art work is used in the TV adverts and throughout
the print campaign. The soundtrack is provided by British group,
Crystal Fighters with a song called Follow. The first of these TV
adverts, by the directors collective Canada, can be viewed here:
http://www.youtube.com/watch?v=Pe6R_ITMILM&hd=1

The integrated campaign, which was developed by agency partners,
McCann London, PHD, Momentum and LBi, will feature an innovative
social media campaign called Tweetsinger supported by Twitter hashtag
#tweetsinger, that turns people's tweets into songs and will go live
on http://www.sonymobile.com on September 10th.

Sony Mobile is showcasing its new range of Xperia smartphones
with One-touch function, Xperia T and Xperia V at the consumer
technology trade show IFA in Berlin. Visitors to Sony's stand can see
demonstrations of how music is transferred from smartphones to
headphones and speakers, as well as how images are moved to
compatible PCs through One-touch function.

About Sony Mobile Communications

Sony Mobile Communications is a subsidiary of Tokyo-based Sony
Corporation, a leading global innovator of audio, video, game,
communications, key device and information technology products for
both the consumer and professional markets. With its music, pictures,
computer entertainment and online businesses, Sony is uniquely
positioned to be the leading electronics and entertainment company in
the world. Through its Xperia(TM) smartphone portfolio, Sony Mobile
Communications delivers the best of Sony technology, premium content
and services, and easy connectivity to Sony's world of networked
entertainment experiences. For more information:
http://www.sonymobile.com

Sony "make.believe" is a trademark or registered trademarks of
Sony Corporation. "Xperia" is a trademark of Sony Mobile
Communications AB. All other trademarks or registered trademarks are
the property of their respective owners.

FOR MEDIA INFORMATION PLEASE CONTACT:

For more information, images and videos please visit:
sonymobile.com/pressreleases [http://www.sonymobile.com/pressreleases
]

Sony Mobile Communications, Global Communications & PR department

General Press: +44(0)208-762-5858

Photo:
http://photos.prnewswire.com/prnh/20120905/559260

ots Originaltext: Sony Mobile Communications
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