Sony Ericsson Extends Deal With Emap2
Sony Ericsson has announced a major new deal with Emap2 to focus on activity to promote its Walkman range of handsets.
The year-long exclusive project, beginning in June, follows on from last year’s Soundtrack To Your Life campaign.
It sees the creation of three tailored campaigns working across all of Emap’s print, radio, TV and online platforms.
The deal and concept was created between Emap2 and Mediaedge:CIA in collaboration with Sony Ericsson’s creative agencies, Brando and iris.
The three campaign themes; ‘My Music Mate’, ‘Greatest Unheard Artists’ and ‘Kiss My Mix’, will are intended to drive consumers to integrated microsites where users will join discussion forums about the campaign content, download more information and have more chances to win Sony Ericsson handsets and campaign prizes.
‘My Mate Music Guide’ will provide an insider’s guide to music, featuring recommendations on music to download, gigs to see, promotions for live music and competition strands.
Supporting this theme, FHM, heat, Grazia and More will each carry features from July to November.
The Big City Network and Sony Ericsson are running a 32-week partnership of the ‘In Demand’ programme slot together with on-air support for Sony Ericsson’s ‘Up Close’ series of gigs running from July to October. Emap and Sky Music TV channels will feature sponsorship of key programming strands from June 2007 to May 2008.
Under the ‘Kiss My Mix’ theme, Sony Ericsson is sponsoring ‘What’s next’ a new Kiss programming strand from June 2007, which enables listeners to choose the next song between 2pm-3pm each weekday.
Kiss is also producing a show entitled Mixcast that enables listeners to download raw beat tracks and use them to create their own mixes. Kiss TV will feature teaser blipverts for four weeks in June and four two-week promotions from June to September to drive people to the Mixcast microsite.
The ‘Greatest Unheard Artists’ theme celebrates unknown artists who got lost in an era and should have achieved more recognition. It features advertorials in both Q and Mojo from July together with bespoke features on Q and Mojo Radio. Q TV and The Hits TV will also run mini-programmes showing footage of the unknown artists.
David Hilton, head of marketing at Sony Ericsson UK and Ireland, said: “Following the success of last year’s campaign with Emap2, we were committed to working together again and to look at the creative possibilities for Sony Ericsson this year. This new campaign will take us to the next level in terms of exposure to music fans, a level of exposure made a lot easier to achieve thanks to Emap’s fantastic media brands that will carry the great campaign ideas to the audience.”
Rob Tomalin, head of Emap2: “This delivers Sony Ericsson with innovative, tailored executions that clearly targets the different types of music consumer. It is a genuine demonstration of consumer insight and our ability to deliver multi channel brand communications.
David Warren at Mediaedge:CIA said: “When a brand seeks to influence consumer behaviour through music it must hold the same level of passion, commitment and understanding of those it wishes to engage. Emap’s great heritage and credibility in music makes it a natural media partner for Sony Ericsson Walkman phones.”
Emap: 01733 568 900 www.emap.co.uk