Sony Electronics kicks-off promotion for Quantum of Solace

Mumbai: Sony Electronics has launched a promotion called Mission for a Million, developed in support of the upcoming James Bond film Quantum of Solace.

Reinforcing Sony’s HDNA — the notion that high-definition is a key part of the company’s DNA — the promotion tasks registered agents to use virtual Sony high-definition products to solve missions in search of Sony’s stolen HDNA. Each completed mission gives consumers a chance to win $1 million and a trip to a top secret location. People can enter via a dedicated site at http://www.sony.com/missionmillion.

"Sony’s reputation for premium technology and great entertainment work well with Bond’s legacy and innovation," said Sony Electronics senior vice president, corporate marketing Stuart Redsun. "The film’s anticipated arrival is a perfect opportunity to tell Sony’s high-definition story to consumers in an interactive way."

In addition to the James Bond promotion, Sony will offer limited edition licensed 007 products including a VAIO notebook computer, a Reader Digital Book and Micro Vault USB storage media which will all be available in the US Sony Style retail stores and online at sonystyle.com.

An exclusive, limited edition VAIO TT notebook comes emblazoned with a 007 logo on the palm rest and a matching leather protection case. Only 100 units will be available and each unit will bear a serialized number.

The Special Edition Bond bundle for the Reader Digital Book features an embossed cover with a 007 logo and coupon codes for free downloads from the Sony eBook Store of Ian Fleming’s novels Casino Royale and Quantum of Solace.

An exclusive 007 USB Micro Vault, in eight or 16GB capacities, comes pre-loaded with the Quantum of Solace movie trailer and bonus contents.

As the contest kicks off, a corresponding advertising campaign featuring a mix of creative images from Quantum of Solace featuring Daniel Craig as James Bond, the Mission for a Million promotion and Sony high-definition products launched this month nationwide. Running through the fall to coincide with the film’s release, the campaign can be seen on various web sites and social networking sites, in print and at retailers, as well as in theaters. For example, web sites like AOL will feature the Mission for a Million execution and a fully interactive application can be found on the social/community site Facebook.

A main attraction at all Sony Style stores across the country and online at sonystyle.com, the campaign will also be extended to Sony retail partners. Stores will be transformed with Bond-themed window displays from October through November. In-store displays will also feature the Sony PLAYSTATION 3 title Quantum of Solace, an officially licensed video game from Activision, and the Casino Royale Collector’s Edition DVD and Blu-ray Disc, which features more than seven hours of bonus material not featured in the original theatrical version of the movie.

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