Bond returns with new Sony Ericsson gadgets

Singapore - To further leverage on its product placement in the upcoming James Bond movie, Sony Ericsson is unveiling a global integrated campaign spearheaded by Iris Digital.

Featuring the C902 Titanium Silver Cyber-shot phone used by James Bond in the film Quantum of Solace, an interactive movie ‘Directive C902' will be screened on its microsite as it showcases the phone's features and functions. Filmed in the style of a spy thriller, each successfully completed mission delivers a code that unlocks an exclusive mobile phone application and grants access to the next level of the game. They include a Wireless spy cam, a fingerprint scanner, an X-ray viewer and a Universal detector.

The soft launch begins this week through an email marketing campaign, and online media will start to drive people to the site from 20 October.  

"This is a great opportunity for Sony Ericsson to leverage its ongoing relationship with the most eagerly anticipated release of the year.  As well as enabling our customers to actually own the James Bond phone we're able to offer them unique experiences online, in store and through partner marketing as well as through the phones themselves," Cathy Davies, director of global marketing communications for Sony Ericsson, said.

TV, cinema, outdoor, press and in-store POS materials have also been created as part of the ‘I [SE] Bond. James Bond' campaign.