Tuesday, September 30, 2008



Sony Electronics Kicks-Off ‘Mission for a Million’ James Bond Promotion Tied to Quantum of Solace

Exclusive 007 Products Offered at Sony Style

Sony Electronics today announced a national promotion called “Mission for a Million” developed in support of the upcoming James Bond film Quantum of Solace, which will be released in theaters by MGM Pictures and Columbia Pictures on Nov. 14. The promotion, which brings together Sony’s leadership in high-definition with one of the most recognized movie franchises in history, allows people to compete for a chance to win a $1 million grand prize.

Reinforcing Sony’s “HDNA” — the notion that high-definition is a key part of the company’s DNA — the promotion begins today and runs through Nov. 7. It tasks registered “agents” to use virtual Sony high-definition products to solve missions in search of Sony’s stolen HDNA. Each completed mission gives consumers a chance to win $1 million and a trip to a top secret location. People can enter via a dedicated site at

“Sony’s reputation for premium technology and great entertainment work well with Bond’s legacy and innovation,” said Stuart Redsun, Sony Electronics’ senior vice president, corporate marketing. “The film’s anticipated arrival is a perfect opportunity to tell Sony’s high-definition story to consumers in an interactive way.”

In addition to the James Bond promotion, Sony will offer limited edition licensed 007 products including a VAIO(R) notebook computer, a Reader Digital Book and Micro Vault(TM) USB storage media which will all be available in U.S. Sony Style retail stores and online at sonystyle.com. An exclusive, limited edition VAIO TT notebook comes emblazoned with a 007 logo on the palm rest and a matching leather protection case. Only 100 units will be available and each unit will bear a serialized number.

The Special Edition Bond bundle for the Reader Digital Book features an embossed cover with a 007 logo and coupon codes for free downloads from the Sony eBook Store of Ian Fleming’s novels Casino Royale and Quantum of Solace.

An exclusive 007 USB Micro Vault, in 8 or 16GB capacities, comes pre- loaded with the Quantum of Solace movie trailer and bonus contents.

As the contest kicks off, a corresponding advertising campaign featuring a mix of creative images from Quantum of Solace featuring Daniel Craig as James Bond, the Mission for a Million promotion and Sony high-definition products launched this month nationwide. Running through the fall to coincide with the film’s release, the campaign can be seen on various web sites and social networking sites, in print and at retailers, as well as in theaters. For example, web sites like AOL will feature the Mission for a Million execution and a fully interactive application can be found on the social/community site Facebook.

A main attraction at all Sony Style stores across the country and online at sonystyle.com, the campaign will also be extended to Sony retail partners. Stores will be transformed with Bond-themed window displays from October through November. In-store displays will also feature the Sony PLAYSTATION(R)3 title Quantum of Solace, an officially licensed video game from Activision, and the Casino Royale Collector’s Edition DVD and Blu-ray Disc(TM), which features more than seven hours of bonus material not featured in the original theatrical version of the movie.

Daniel Craig reprises his role as Ian Fleming’s James Bond 007 in Quantum of Solace, the Metro-Goldwyn-Mayer Pictures/Columbia Pictures release of EON Productions’ 22nd adventure in the longest-running film franchise in motion picture history. Michael G. Wilson and Barbara Broccoli are the producers. The film is directed by Marc Forster. The screenplay is by Paul Haggis along with Neal Purvis and Robert Wade.

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