Sony Ericsson's commitment to digital has never been more clear. They're challenging us every to help them effectively extend their use of digital and integrated marketing across the globe. In today's NMA, Cathy Davies, Sony Ericsson's director of global marketing, made their intentions clear.
There's also a nice mention of iris Digital and the work we're about to release for James Bond Quantum of Solace. We're excited and very proud of what we've done ... The vid above is just a short teaser Rob through together, but it is pretty damn cool.
Sony Ericsson is to increase its digital marketing investment significantly by allocating almost a third of its total marketing budget to online for its pre-Christmas campaign.
The mobile giant currently sets aside around 15% of its overall marketing budget for online, but is to increase this to 30% in the run-up to the critical Christmas period.
According to Nielsen Media Research, Sony Ericsson spent £865,546 on digital marketing between September 2007 and August this year, although this figure only relates to display.
Cathy Davies, Sony Ericsson's director of global marketing, said the company was deepening its commitment to digital as it looked to capitalise on the increasing amount of time consumers spend online.
"Through our digital strategy we're really trying to communicate, not just tell people to buy our phones," she said. "We want to give them value."
As part of its increased investment, Sony Ericsson has launched a major international campaign surrounding forthcoming James Bond film Quantum of Solace, released by sister company Sony Pictures this month.
A campaign site dubbed Directive C902, developed by creative agency Iris Digital, will go live in 42 countries from Monday. It features an interactive movie featuring four secret agent-style missions that showcase the Sony Ericsson C902 handset.
Visitors can download a 'spy' application to their phone that includes a fingerprint scanner and X-ray viewer and takes a series of surveillance photos.
The campaign is to be supported by a viral push from seeding specialist Unruly Media and an in-store push in flagship O2 stores.
"From our point of view, Bond is the hottest film property on the planet, so we've been working on this push for around 14 months," said Davies. "Digital can offer the full Bond experience and allows us to bring it to life, which is something you can't do with other media."