- Sony launches the third phase of its interactive advertising campaign on Open this week. This part of the campaign includes the first ever sponsorship of an Open editorial section Sony is sponsoring the Re:View section which is aimed at upmarket youths and covers news and reviews of films and music.
The brand will be continuing its Go Create themed campaign, created by BMPtvi, and interactive ads will accompany the sponsorship. Users will be able to click through to a dedicated advertiser location (DAL) from these ads which will give them further product information and eventually lead to retail sites.
Morelia Bueno, BMPtvi's strategic director, said: "Rather than simply supporting the above-the-line TV advertisements we actively wanted to add a new dimension for viewers. By fulfilling the customer's life cycle from brand recognition through to purchase, we are able to build on the emotive strengths of the "Go Create" promotion and give the consumer a more in-depth experience using interactivity."