Sony Bows Major HD Push

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NEW YORK Sony Electronics seeks to own the high-definition space, right down to the DNA level, in a $100 million integrated campaign from 180 in Los Angeles.

The “HDNA” campaign launched on Saturday with newspaper, interactive and out-of-home elements. In September, three spots—one national and two local commercials that dealers can customize—will debut, along with efforts in Entertainment Weekly and Rolling Stone.

The initiative was unveiled last week at the Sony Style in midtown Manhattan by Mike Fasulo, CMO of the San Diego-based company, who said the campaign will run for at least a year.




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