Sony Ericsson Canada conducts first online campaign
Toronto-based Sony Ericsson Canada has begun its first online advertising campaign in this country, promoting its Walkman line of music-playing cell phones. Banners are running on websites including Yahoo Music, MuchMusic, AOL and MP3.com. When a viewer’s mouse cursor travels over the ad, the pictured phone shakes and a collection of musical instruments falls out of it. “We wanted to showcase the music benefits available on our Walkman phones with a fun and interactive display,” said Michelle Digulla, general manager of Sony Ericsson Canada. “The shake-it-up campaign shows our phones in a stylish and creative new way while clearly illustrating the significant storage capacity of our Walkman handsets.” According to the company, Sony Ericsson chose an online campaign because 89 percent of consumers research cell phones on the Internet before making a purchase. The campaign will run for eight weeks.