CAMPAIGN-I: Sony sponsors WAP service T3 as part of net campaign

Sony has taken wireless application protocol marketing to its next level with the first major sponsorship of WAP content in a deal with the ’lad’ technology site T3.

Sony has taken wireless application protocol marketing to its next

level with the first major sponsorship of WAP content in a deal with the

’lad’ technology site T3.



The strategy has been developed by the digital agency BMP Interaction as

part of a broader online push for Sony.



The T3 WAP service will deliver users the latest gadget and technology

news and reviews straight to their phones in a service branded by

Sony.



The deal will allow Sony and BMP to assess whether users appreciate

content being brought to them by a specific brand. The sponsorship of

the T3 service will run until July.



Geoff Muge, a consultant for Sony, said: ’Our brief was to find a way of

communicating the connectivity of our products and to develop a

relationship with our online audience which is deeper than simple banner

placement.’



The move offers Sony the chance to experiment with WAP sponsorship

before new phone licences come into effect, offering increased bandwidth

to mobile phones.



Jason Goodman, the managing director of BMP Interaction, stated: ’The

WAP marketing component works particularly well with the T3 audience.

They appreciate this sort of new digital service and the sponsorship of

T3 offers Sony a valuable marketing opportunity.’



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).