New Contest Harnesses the Power of Social Media; Highlights the Impact of 3D on Consumers' Lives for Preserving Personal Memories

SAN DIEGO, May 10, 2011 /PRNewswire/ -- First there were 3D movies in theaters, then 3D TV in the home and 3D cameras. Now, for the first time, Sony is giving consumers a chance to have their most meaningful life event filmed in 3D through a social media-driven contest titled "Your Life in Sony 3D." The grand prize: a 3D video of the winning idea -- shot on Sony professional equipment and aired nationally on 3net, the 24/7 3D network recently launched by Sony, Discovery and Imax.

Unveiled May 9 on Sony Electronics' Facebook page at www.facebook.com/sonyelectronics, "Your Life in Sony 3D" invites consumers to be active participants in the 3D phenomenon. Entrants can submit a short event description along with a personal photo in any of four categories: Sports & Recreation, Arts & Entertainment, Cause & Community or Life Milestones & Events. After the four-week submission and voting period, the five most voted-on ideas, plus an additional five ideas selected by producers at 3net and Sony, will be chosen. These 10 finalists will then be judged by an expert panel -- Buzz Hays, Executive Stereoscopic 3D Producer for Sony's 3D Technology Center in Los Angeles, and director Scott Stewart ("Priest") -- who will choose the contest winner.

"3D is delivering an entirely new type of entertainment experience that consumers want -- whether it's "Priest" on the big screen or the excitement of the World Cup on TV," said Stuart Redsun, senior vice president, marketing communications, Sony Electronics. "Now, for the first time, consumers can be fully involved in the 3D process, and get to see their own stories told in 3D."

"Our goal at 3net is to provide the most compelling and engaging in-home entertainment possible," said Rod Riegelvice president, marketing and communications, 3net. "We believe that by integrating a unique, user-inspired component, we can demonstrate to consumers the kind of closest-to-real experience that only native 3D can deliver."

In addition to local and national media exposure, the winner will also receive a hands-on tour of the 3D production truck used for the event, as well as an edited 3D video, a Sony 3D HDTV, 3D Blu-ray player, and 3D personal video cameras. The edited video of the event will air on the 3net channel as well as in Sony stores nationwide. A 2D version will also air on the Sony billboard in Times Square.

The "Your Life in 3D" contest will be promoted through a Facebook ad buy beginning May 13, a 3D promotional spot to air on 3net beginning May 13 as well as in 3D at Sony stores nationwide. A 2D version of the spot will appear on 3net.com and Sony Electronics YouTube channel. Banner ads will also run on Crackle.com.

Visit www.Facebook.com/SonyElectronics for more details about this contest.

About Sony Electronics:
Headquartered in San Diego, Sony Electronics is a leading provider of audio/video electronics and information technology products for the consumer and professional markets. Operations include research and development, design, engineering, sales, marketing, distribution, and customer service. Sony has played a key role in the development of Blu-ray Disc, CD, DVD and Super Audio CD technologies, among many others. The company is noted for a wide range of consumer audio-visual products, such as the BRAVIA® 3D LCD HDTV, BRAVIA® LCD high-definition television, Sony Internet TV with Google TV, Cyber-shot® digital camera, Handycam® camcorder and Walkman® personal stereo. Sony is an innovator in the IT arena with its VAIO® personal computers and in high-definition professional broadcast and video equipment, highlighted by the XDCAM® HD and CineAlta lines of cameras and camcorders, and the SXRD 4K digital projector. Sony also offers a full line of business-to-business products for medical, security, visual imaging and photofinishing applications.

About 3net:
3net, the joint venture of Sony Corporation, Discovery Communications and IMAX Corporation brings together three of the world's leading media, technology and entertainment companies to provide the nation's first and only fully programmed, 24/7 3D network. The three partners deliver an extraordinary collection of award-winning 3D content, technology and production expertise, television distribution and operational strength to the project, with a mission to bring viewers the highest quality and most immersive in-home 3D viewing experience possible. The channel will feature the most extensive library of 3D content in the world by the end of 2011, featuring genres that are most appealing in 3D, including natural history, documentary, action/adventure, travel, history, hyper-reality, lifestyle and cuisine, concerts, movies, scripted series and more. 3net is currently available on DIRECTV channel 107. For more information, please visit www.3net.com.