Sony divisions join forces for Da Vinci Code

By Craig Zammit

SYDNEY: Sony Ericsson has joined forces with Sony Australia to promote the opening of The Da Vinci Code. Fans around Australia and the world will soon be able to compete for a chance to win a Da Vinci Code holiday for two valued at almost $20,000.

Fans worldwide will be given the opportunity to compete in a real-life Da Vinci quest, culminating in the finalists’ receiving a trip to Paris, with airfares, accommodation and transfers fully paid and valued at almost $6,000, to compete in a GPS adventure for the chance to win the major prize.

The winning finalist will be notified of their success during the final dinner on the last night of the Paris adventure.

Opening on 18 May 2006, main characters in The Da Vinci Code use Sony Ericsson’s K600i, P910i and Z300i mobile phones throughout the film.

“Sales promotions activities are planned in around 25 markets globally, spanning Europe, Asia-Pacific and Latin America from last month, helping to build anticipation and excitement before The Da Vinci Code opens on 18 May. This is a perfect illustration of how Sony Ericsson is able to deliver a consumer experience that is impossible to imitate,” said Sony Ericsson corporate vice president and head of marketing, Dee Dutta.

Any Australian consumer who purchases the new Sony Ericsson W810i Walkman phone will receive a free Da Vinci Code audio book courtesy of Sony Ericsson and Optus, with movie tickets also being offered with selected Sony Ericsson mobile phones.

Running concurrently to this promotion is Sony Australia’s Da Vinci Code promotion, where consumers have the chance to enter a draw to win over 2,050 prizes.

For every $50 spent on Sony products, customers will receive one entry into the major prize draw, with the major prize winner receiving a 40-inch V series Bravia LCD TV, SZ series VAIO notebook, W50 Cyber-shot digital stills camera and a Handycam DVD755 camcorder.

Other prizes include Walkman digital music players, Cyber-shot digital still cameras, Sony Ericsson W850i mobile phones and passes to see The Da Vinci Code movie.

Sony will expect to reach over 10 million customers through the promotion which started 7 April 2006 and runs until 31 May 2006.

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