Start of a year-long campaign highlighting Sony innovations

SAN DIEGO, Calif., April 26, 2010 Sony Electronics has teamed up with four-time GRAMMY award-winning singer/songwriter Taylor Swift to promote its latest Cyber-shot digital cameras in an integrated marketing campaign that puts the spotlight on the company s latest innovations.

The ads with Swift zero in on the sleek and powerful Cyber-shot DSC-TX7 digital still camera and its intelligent iSweep Panorama feature that captures ultra-wide panoramic shots in one easy press and sweep motion; a technology innovation currently only available by Sony.

Primetime advertising spots featuring Swift discovering that she can capture the breadth of her audience with the new TX7 camera will start airing today on NBC, FOX and CW, accompanied by digital and print ads carried out through June. Sony will also spread the word about the new digital camera commercial through social networks.

My fans are on the cutting edge, and I m very interested in the newest and best technologies out there, said Swift. I m super excited to be working with Sony and using the TX7 camera. The iSweep panorama mode is amazing.

This campaign with Swift and the TX7 camera is the start of a year-long campaign designed to demonstrate the quality, innovation, style and design that only Sony-branded products stand for, said Stuart Redsun, Sony Electronics senior vice president, corporate marketing. Sony is the only electronics company that creates entertainment and the only entertainment company that makes electronics. The wow factor in our newest ad is clearly illustrated when Taylor puts the TX7 in action.

The campaign kicks off with Swift visiting the Sony Innovation Center where all of Sony s electronics and entertainment assets unite, and will continue with different guests stopping by to check out other Sony innovations. All aspects of this year-long advertising campaign with interactive content and Sony s latest innovations will be highlighted at www.sony.com/innovations.

This is the first campaign to incorporate the Sony group-wide make.believe (make dot believe) brand message which symbolizes creativity and innovation and unifies both entertainment and electronics. It was developed with support of Sony Electronics advertising agency 180 Los Angeles.

About the Cyber-shot DSC-TX7
In addition to the iSweep Panorama mode, the compact and stylish TX7 takes stunning low-light images, can shoot 10 images in one second, and is the world s smallest camera capable of full high-definition AVCHD video recording and playback. The camera has a 3.5-inch (diag.) high resolution touch LCD screen and is available in silver, dark blue and red for about $400 online at Sonystyle.com, at Sony Style retail stores, at military base exchanges and at authorized dealers nationwide.

To create additional excitement, a limited number of TX7 cameras have been engraved with Taylor Swift s signature and will be on sale at SonyStyle.com.

Editor's Notes:
Digital images with captions are available at www.sony.com/news. Follow Sony Electronics online at www.sonyelectronicscommunity.com, www.facebook.com/SonyElectronics, www.Twitter.com/SonyElectronics, www.YouTube.com/SonyElectronics and www.Flickr.com/SonyElectronics.