Sony and James Bond now in marketing overdrive

By Patrick Avenell

SYDNEY: Sony Australia has ramped up its online and viral marketing campaign for the new James Bond film, Quantum of Solace. As announced on Current earlier this year, Sony has entered into a global joint marketing campaign with the producers of this latest installment of successful film series.

Expectant fans are being encouraged to visit a dedicated website, currently showing off both the film, set for local release on 27 November 2008, and a range of Sony products. Additionally, a site for mobile browsing has been established, with commuters and students being directed to www.quantumcode.mobi for their own Sony presents James Bond fix.

Sony CEO and chairman, Sir Howard Stringer, spoke at IFA in August about this cooperative.

“Developed as an artistic extension of the upcoming film, Quantum of Solace, which will be released in theatres worldwide by Sony Pictures this fall, the campaign will highlight Sony’s high definition product capabilities while capturing the energy and intensity of the 22nd James Bond adventure.

“This is the first time we have integrated our film and electronics marketing efforts at such a profound level bringing together Sony’s leadership in high definition with one of the world’s most powerful and iconic movie franchises.

“The campaign will launch first in Europe in September and then rollout worldwide timed to coincide with the film’s release.”

The movie medium as an advertising tool has been capitalised upon recently, with the high profile placement of Nokia products in The Dark Knight, Apple products in Sex and the City, and JVC in I, Robot. Although a feature of movies for some time, with particular reference to tobacco products in the pre-WWII days, the trend has become more a strategic marketing ploy in recent years.

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