Sony is launching a $100 million advertising campaign around the theme of HDNA – HD+DNA. The campaign will focus on educating consumers on the benefits of Sony’s high definition products, such as televisions and Blu-ray Disc systems. It will span TV, radio, print, and the Internet and feature NFL quarterback Peyton Manning and NASCAR driver Dale Earnhart, Jr. as spokespersons. The ad campaign will continue through the holiday shopping season and into 2008.
Get ready for a deluge of HD marketing this holiday shopping season. Both sides of the HD disc war will be going all out to give their format a boost. In addition to this Sony campaign, Disney’s “Magical Blu-ray Tour” just kicked off as well. Over at HollywoodInHiDef.com they have a video of Scott Hettrick interviewing consumers attending the Disney demonstration. The videos are in the upper-right of the home page, click on ‘Play Video’ next to “Disney’s Magical Blu-ray Tour”.
You can expect many millions more of advertising dollars to be poured into HD marketing, especially from the much larger and deep-pocketed Blu-ray camp. But you’re also going to see a lot of HD TVs being pitched this year.
(Sony news from Blu-ray.com.)