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
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
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.’