Primary.com, which launched today, is working directly with manufacturers in an attempt to sell products at lower prices than traditional retail brands.
The integrated marketing campaign to be launched in September will include a showcase site at SonyStyle.com and micro-sites that retailers will be able to customize. Celebrities will tout Sony as a leader in quality.
The web will play an important role in a holiday season marketing campaign that Sony Electronics will launch in September and continue into early 2010.
A product showcase site at SonyStyle.com, No. 12 in the Internet Retailer Top 500 Guide, will be part of the cross-channel marketing initiative, along with micro-sites that retailers will be able to customize. In addition there will be online banner ads, as well as TV, radio and print commercials, and in-store advertisements.
Such celebrities as Indianapolis Colts quarterback Peyton Manning and musician Justin Timberlake will be featured in the campaign, which will focus on the quality of Sony products as the consumer electronics manufacturer seeks to drive sales during the 2009 holiday season.
"Quality is a message consumers most associate with Sony, so we feel confident our campaign message will strongly resonate in the marketplace, especially given that quality is the number one purchase driver for consumer electronics," says Stuart Redsun, senior vice president of marketing.