Sony To Refresh HDNA Advertising Campaign With Peyton Manning, Justin Timberlake And More

hdna2

Sony today announced its new integrated marketing campaign, which aims to reinforce Sony as a leader in quality and hopefully spur consumer demand for holiday shopping in the fourth quarter. The creative concept is an expansion of the company’s 2008 HDNA campaign, which featured a “panel” of celebrity experts who served as brand ambassadors. Situated in retail environments, celebrity panelists assist consumers in choosing Sony products by differentiating the brand from its competitors.  The campaign was created with the support of the company’s advertising agency 180, Los Angeles. Starting in September and running through early 2010, the campaign will go across all consumer touch points with complete integration of the creative concept from online and point-of-sale to advertising and consumer PR.

The 2009 HDNA campaign (which Sony has called HDNA2 on twitter) will include Indianapolis Colts quarterback and Super Bowl MVP Peyton Manning, but also Grammy and Emmy-award winning Jive/Sony Music artist Justin Timberlake. Rounding out the list are: ESPN reporter, Erin Andrews; fashion photographer and “America’s Next Top Model” judge, Nigel Barker; author and comedienne, Amy Sedaris; columnist and Web celebrity, Julia Allison; and award-winning cinematographer, Dion Beebe. Humor is consistently used to demystify electronics and connect with viewers – in the screenshot of the commercial we found, it appears that Payton Manning and Justin Timberlake are playing ping pong.

“All talent were chosen for their high public profiles, and because like Sony, they are leaders in their respective fields,” Redsun said.

Sony is really looking to push products in the BRAVIA television line, Blu-ray Disc home entertainment, Cyber-shot digital cameras, alpha digital SLR cameras, Handycam camcorders and Sony professional high-definition camera systems, VAIO notebook computers and Sony Reader digital books.

“Quality is a message consumers most associate with Sony, so we feel confident our campaign message will strongly resonate in the marketplace, especially given that quality is the number one purchase driver for consumer electronics,” said Stuart Redsun, senior vice president, marketing.

Mass media will include national commercial spots, all shot with the Sony F35 professional camera system, which has also been used on CBS’s “CSI: New York” and several other television series. Additionally, there will be online banner ads, radio and newsprint. A multitude of in-store merchandising for authorized Sony dealers to integrate the campaign at retail will include retail video, pop-up displays, counter cards, post wraps, end caps and hang tags. Ad mats, ad bugs and screen fills will be available for retailers to merchandise through retailer circulars. Other campaign elements include a SonyStyle.com showcase site as well as customizable micro-sites for retailers.

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18
Aug 2009
POSTED BY Christopher MacManus
POSTED IN

Corporate, Media

DISCUSSION 137 Comments
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  • Pretend Sony Customer

    Yes, she probably gave lots of blowjobs. You are so right jane, perez would have been better than fat lazy julia allison. How does she even pay her rent, everyone at reblogging nonsociety thinks her parents pay her rent. As a matter of fact, we are sure that her parents are going to stop paying her rent this fall and she is going to have to move back to chicago.

    Really, you should visit the site, Jacy writes really good posts about foolia (we make up all kinds of names for her) one of the Jacys is a better writer than the other but the commenters are really funny. They make up names that have links to things about julia, like her fat ass and orange hair and the fact that she has worn hair extensions. (That's a really big topic of ours, the 'pelts' we have many many posts about her hair extensions.

  • kitkatsplashed

    Yes, she did that and we talk about it all the time at Reblogging nonsociety. I used to think it was stupid to keep harping on something she did so long ago, but my fellow haterz are right, she did it so it is fair game.

  • NeeNee

    Who is Julia Allison?

    The only people who know are a small group of haters who obsessively parse through her banal content. These people and a handful of creepy men are her audience. That's it. This is who you want representing your brand?

    I think the only reason she got this spot was because you were looking for someone to fill the ambiguous Internet category. The others are easier to define: sports, music, journalism, fashion, comedy, and film. Julia Allison has a vanity blog business to give her legitimacy, and she is tenacious and moronic enough to call herself a Web Celebrity. It has nothing to do with talent. The fact that Sony thinks that Julia is at all a representation of the Internet is embarrassingly out-of-touch. I think next time I buy a computer, I will buy a Mac, because at least that company is classy enough to avoid enabling narcissistic sociopaths.

    She has as much relevancy as Obama Girl or Chris Crocker.

  • Julia's publicist @RBNS

    Larry,

    You should come and join us in our hate of julia at reblogging nonsociety at wordpress, we are always looking for new commenters and you sound like you have been following her for awhile {even though you hate her}

    Come join us and help us rip on how fat she is and that she will probably have to move home to chicago cause we think her parents are gonna make her.

  • emmasmom

    I think you're right. It is a bit ridiculous to call Julia Allison fat. I do, however, think it is perfectly fair to call this woman visibly unhealthy. Maybe I am looking at the wrong photos. I read this blog daily, and this is the first I've heard of Julia Allison, so I am not sure.

    I apologize if I've offended anyone, as that was not my intention.

  • Julia's fat ass

    Hey fellow commenter on RBNS!!!
    { we can always be spotted by the use of the word pelt–that's what we call her fake hair}

  • Julia's fat ass

    Megan, good job with this, see you over at RBNS!

    Good hating bitch!

  • ColinNYC

    Seriously, why on earth would you pick Julia Allison Baugher. She's a noted plagarist (Google, Hoya, Georgetown, Julia Baugher) a self promoting narcissist who's only content is fawning over celebrities who have no idea who she is. Several celebrities have sued to have Ms. Baugher remove those photos from her website (Lexis-Nexis, Julia Baugher)

    In short, she has no talent other than desperate self promotion and shilling of questionable products (See the Blue Print Cleanse). I will refuse to buy Sony products based on this hire.

  • Julia's fat ass

    Hey Kendrick –bring your hate over to rebloggingns– we could use you–sometimes comments are stupid like this one but usually they are pretty funny when we get going on how fat she is.

    Wide-set is a commenter over at the site but I don't agree with everything he/she says– see I don't think we look like fucking idiots, we just like to make fun of julia. that is our right, right? See what I did there?

    anyhoo, here is wide-sets last comment, getting all bent, (sometime he/she forgets it's julia we are going after}

    “Wide-set Vagina Says:

    August 18, 2009 at 9:04 pm | Reply
    Hey, “julia’s fat ass” commenter over at the Sony Insider article: I don’t know if you’re the same one who comments here, or if someone hijacked your handle to make RBNS look like fucking idiots, but you’re making RBNS look like FUCKING IDIOTS.

    Jesus Christ in a tutu, complimenting other commenters on their hate? inviting them to hate some more over at RBNS? Way to take all the credibility out of the comments over there. They’ll discount at least 95% of the negative comments now, because they think it’s a smear campaign. ugh. just fucking ugh.”

  • Felicity

    Oh Julia. Clever. Except not so clever.

  • nicole86

    i wasn't planning on commenting until i read this inept attempt to explain away the other comments. 'pretend sony customer' reeks of miss allison herself. the tone, sentence structure, and failure at humour would seem more than familiar to anyone who has seen her reply to every single comment about her on gawker. actually, i did chuckle once from her post. her choice of handle 'pretend sony customer' is rather ironic since i'm guessing it's probably true.

    i am not a fan of miss allison. nor do i wish to criticize her character. however, i will criticize sony. as numerous posters have suggested, all it would have taken was a cursory google search. her online and IRL personal and professional reputations are appalling. and neither she nor her handlers can place the blame for this on a single website. it's not 4chan.

    again, i find myself chuckling because you probably have no idea what i'm referring to. 4chan? i mean, sony considers miss allison an 'internet celebrity' and a competent brand representative, why would they know what i'm referring to?

    i have been and am currently a sony customer. growing up the majority of my televisions and stereos (and who knows what else) were sony. i had a sony discman. i went thru 2 vaios. yes, i currently have an ipod and a mac, but i also have a sony cyber-shot camera (sale price $378), which is replacing an older model (sale price $250) i also own 3 sony televisions (sale prices one 52″- $3.300/two 32″-$548). i also own a sony blu-ray player (sale price $300). i apologize for this admittedly tacky list, but i want you to understand how much of a sony customer i've been.

    i am not going to swear i'm never going to buy another sony product ever again, but if it's down to sony and another brand for some product (for example i know i'm buying a blu-ray player as a gift in sep.), as ridiculous as it seems, this could be the tie breaker.

  • Jacy

    “The is essentially an unemployed narcissist”

    Jacy would call you an idiot for not proofreading your comment! Bad RBNS commenter, you are
    making us look like Mary- I can't spell- Rambin.

    And Saint Louis, Jacy? Now who is the idiot! Har and blerg!

  • Jacy

    You are an idiot then, you have a product that you love but you won't buy another {anyone
    else having a problem buying this?} because you hate julia allison that much. It's sad and
    worrisome.

    Jacy, you are running a ranch of nutjobs over there at Reblogging Nonsociety….oh, I mean
    idiots. I am going to go watch my saint louis ball team now. And hey, if you blocked my IP
    how am I able to read over there? Idiot!

  • Jacy

    You are an idiot then, you have a product that you love but you won't buy another {anyone
    else having a problem buying this?} because you hate julia allison that much. It's sad and
    worrisome.

    Jacy, you are running a ranch of nutjobs over there at Reblogging Nonsociety….oh, I mean
    idiots. I am going to go watch my saint louis ball team now. And hey, if you blocked my IP
    how am I able to read over there? Idiot!

  • atlconsumer

    Julia Allison is a very poor choice for a brand ambassador. I will not purchase Sony products in the future. Choosing someone who is unethical, often caught in public lies, and indiscreet is a bad business choice for Sony.

  • disappointedconsumer

    HoneyB, really? You've never heard of Zappos or Smart Car until Julia or her hate sites. I would like to then assume that you currently live under a rock. However, since you are commenting on this site I doubt that assumption can be made. Nice try.

    And Sony isn't a brand that strives to be polarizing. It is a media conglomerate that has been in existence for longer than Ms. Baugher's parents have probably been alive for.

    Shame on you Sony for hiring a firm that failed to do its due diligence when creating an otherwise creative marketing campaign. As a young female I am personally offended that you would use Julia Allison to represent my consumer demographic.

  • bingbong888

    honestly? i'll never buy anything from sony again

  • Wordpress Guy

    It stops you from commenting on WordPress, dumbass, not from reading the blog. Clue in.

  • Lauren

    Ugh, majorly dissapointed in Sony for this move. Julia Allison Baugher is a sham and a fraud, and really brings down your brand. Did you do no due dilligence to see that she is one of the most universally loathed people on the entire internet? NO CREDIBILITY. All hype. You should be moving your brand away from spin-artists like herself! She is a noted liar, plagiarist, with a long history of misleading her audiences and growing list of alienated employers.

    Poor move, Sony.

  • Jacy

    Really ColinNYC?

    Which celebrities have sued her? You already stated on reblogging nonsociety that you don't buy sony anyway and now you're acting as if this is the reason.

    What a huge lame-ass you are.

    You and all the haterz [all 14 of you] are pissed that none of your obsessive julia predictions will come true. Guess she is not running home to mom and dad. Guess, grandma has'nt been supporting her. So sad for you losers, you can't seem to get anything right.

  • Mary

    Ohhhhh, you're 'current gawker enployee' aren't you? The commenter at reblogging nonsociety that makes shit up and then gets called on it and then changes their name so they can make up more shit

  • Mary

    Nee nee

    So which group do you fall into then, the group of haters or the creepy men. According to you those are the only two groups familar with her and yet you present yourself as an expert on her.

    Hmmmmm, I'm thinking you are a little of both.

    xoxo

  • Cuckoos Among Us

    Rachel B. has had a lot to drink tonight.

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  • Krystal Kahler

    The only sucker is the fool that lent Ms. Entitled the Smart Car, she used it for a week and then complained about feeling every “shift change” and how it was an uncomfortable ride. There is a reason she is known as media kryptonite.

  • Anna

    I'll never buy from Sony again and tell 10 of my friends not to if you work with Julia Allison

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  • Lauren

    This person is obviously a troll trying to discredit the Julia Allison parse sites. I venture it's Julia herself. Reblogging Nonsociety has FAR more than 14 or 15 contributors, and per alexa rank actually has a higher readership than Nonsociety itself. Ergo, the stats prove how universally loathed Allison/Baugher is.

    Extremely poor choice of brand rep. Oh well- sure Sony won't renew any contracts with her- none of her other employers ever have, either.

  • http://none.com/ Name

    wow. nutjob comments. just one person?

  • Mary

    honestly, you never have.

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  • Mary

    It's simply incredible how much you RBNS'ers get wrong. Want to know who I am. Ask your fearless leader… I always find it quite interesting that Jacy doesn't post EVERYTHING….

    Careful who you follow Cuckoos….and check the chat room!

    Have a nice day.

  • Jacy is Problem Not the Cure

    To the sad lonely trolls @RBNS:

    All these serious sounding comments about how you will not buy sony products because of Julia Allison…really? Again, this in the internet! All one has to do is simply visit the site [RebloggingNonsociety WordPress] and see the call to arms. Commenters plotting to flood Sony with fake letters of intent to no longer be their consumer.

    Commenter Total Jing actually got this right and admonished some of you for the stupid crap you tried to pull here.

    Now you are trying to guess who I am.

    Quite frankly, I have never met Ms. Allison, but I have read your site and the negativity is beyond comprehension. You fight amongst yourselves for hours as to whether it's appropriate to call her fat. You scream if she mentions someone's name, you bitch if she gives someone a nickname. Many of you clearly just MAKE SHIT UP. Current Gawker Employee anyone?

    This is my favorite comment:

    prettyprettyprincess Says:

    August 19, 2009 at 1:04 am | Reply
    “who the fuck is this IDIOT commenting on the sony article? honestly who would spend their time snooping around here, and the chat room, post that many comments on the sony article, and do such a piss-poor job of it?
    i would be almost impressed by their level of effort and commitment to trolling/supporting julia/whatever the fuck if they hadn’t done such a terrible job of impersonating rbns commenters. hopefully anyone unfamiliar with the ja/rbns circle of infamy will just take a look at that shitstorm of comments and choose to ignore the entire mess altogether.”

    “Who would spend time snooping around here” uhm, do I need to explain how the internet works…is your RBNS a secret web-site?

    BTW: Jacy's wrong [AGAIN] I have never been to the chat room. Reading your site was enough to call you out on. For a pathetic group of women/doucheymen that sit around all day hating on a person you need to get a thicker skin for people that might not be liking your particular brand of hate.

    Besides, it's fun hating on haters. Brings a sense of balance to the internet. And just as all of you maintain [over and over again] this has only taken 15 minutes of my time.

    Melissa Sue: wow, way to really show the pathetic, trying to get people to play your hating julia game friday cause you will be home after oral surgery. Ouch, in so many ways. Sad too honey, it's worisome.

    Most of you are pissed cause you all thought JA was hitting bottom and clearly she is not, but just what does that say about you? Truly, it's worrisome.

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  • Kate

    Yes, HoneyB, I tend to agree with you. It's like the white bathing suit all over again. I'm not sure whether it was julia wearing it, or the hate-sites discussion of it that made it fly off the shelves the way it did.

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  • Alice

    The parse sites? It's a loser site, with a group of people that follow every step JA takes. It's cheap gossip, with the commenters themselves calling each other brillant for saying the same thing over and over, Her legs are like tree trunks; she has sausage fingers; her pelts; her pelts; her pelts;

    and your claim to faim Lauren, you're checking alexa for proof that julia is universally loathed….again, dear, it is worrisome.

    and no, I am not julia, and you're not lauren {but your alexa citation leads me to know which RBNS loser you are!!! Har}

    Carry on!

  • Bob

    RBNS ADMITS CARPET BOMBING SONY WITH FAKE LETTERS OF COMPLAINT

    This is from the infamous hate site –REBLOGGING NONSOCIETY

    totaljing Says:

    August 18, 2009 at 11:36 pm | Reply
    Not a good idea to Carpet bomb Sony. Sorry, guys, not a good idea. Makes us all look like freaks.

    juliaspublicist Says:

    August 19, 2009 at 1:32 am | Reply
    I’ll agree it was ill-advised, but reading about the deal is simply infuriating. How this woman gets the chances that she gets makes absolutely no sense to me.

    So, Julia's Publicist, this is how you deal with situations that make no sense to you? How very sad. Now you are posting that this deal with sony is most likely going nowhere…don't you get tired of being such a loser? No wonder you are alone at 3:00 in the morning posting hate stories. Don't you constantly criticize julia for being awake on the internet at this time…. it's so worrisome, instead of trying to diagnose julia's problems, I think you should look at your own.

    nite lonely sad girl.

    I on the other hand am at work, and I am actually getting paid for this! Yay.com

  • Monkey Boy

    They should have offered Loren Feldman the gig.

  • jm

    Julia Allison is totally insipid. She's an idiot with nothing but a pretty face. Good luck with that.

  • http://markdrapeau.blogspot.com cheeky_geeky

    Making Whuffie With Julia Allison – an analysis of her “celebrity”
    http://www.briansolis.com/2009/08/making-whuffi…

  • http://fredness.com/ Fred

    Give it a rest haters. Julia Allison wins again, because she's above your fray. You people are defeated by the irony of your own complaints about her. You only know enough to hate her because she is a web celebrity. Your whining only confirms you know enough about her to pass judgment. You only know that amount of “enough” because you're paying attention to her. Duh.

    Great choice by Sony to get Julia, because she's fun to listen to and fun to watch. Did I mention ridiculous hot? Yeah, she's that too? Who would you have Sony choose in her place? Kara Swisher? Yourself? Yeah, as soon as you wipe the Cheetoh dust, snark and fail off your chin, then lose 40 pounds, then the other 40, I'm on board.

    Until then, leave tech-based entertainment to the extremely hot and engaging people like Julia. You just go crunch my code and underperform at whatever it is you pretend to do there in the corner. Ya fucking vonce.

    Me

  • sue08

    OMG how much hate in this people..please leave that girl alone and live you life…

  • Vizio > Sony

    Horrible move by Sony. I'm glad I by Samsumg products!

  • Moxie

    Do you ever fucking sleep you psycho? Seriously, let the shit go already. Sorry you hate the haters, which, by the way, makes you an even bigger loser than the haters. Sorry they kicked you out of the sandbox. Sorry you live in a hovel and your vagina smells like a Babybel got trapped in it a year ago. The internet apologizes for your shitty life; can you just go back to your ass indent on the sofa and eat some more Nutello with a spoon and talk about something else please?

  • tina

    I don't know what's going on here, but you're heaving insults about someone's vagina? Are you one of those people that lives on a hate site writing about this girl?

    I feel sorry for all of you.

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