The campaign, called "Soundtrack to your life", is set to break next month and will be one of Sony Ericsson's biggest UK branding drives. It will run across a range of Emap's media platforms.
The deal, which was negotiated by Mediaedge:cia, involves the Sony Ericsson Walkman Phone sponsoring Emap's music TV channels, which include The Box, Kiss, Q, FHM, The Hits and Kerrang!.
The TV creative, designed by Iris Nation and Emap's in-house team, will be integrated into more than six hours of programming each week and will break in August.
Ads will also appear in the August issues of Q and FHM and a July issue of Heat, while radio activity will include Kiss Radio's 'Open Aired' programme, which delivers the latest news and live DJ mixes from the summer festivals, and sponsorship of the station's evening programmes.
In addition, Emap's ticketing service site will be running a special festival guide for users throughout the summer months, sponsored by Sony Ericsson.
Ben Padley, head of marketing for Sony Ericsson UK & Ireland, said: "Emap2's insight and media portfolio has enabled us to reach our target market of music-savvy consumers to convey the message that Sony Ericsson is the music market leader because it understands how music fits in with your life."
Rob Tomalin, head of strategy at Emap2, added: "The planned activity illustrates how Emap2 can create and deliver genuinely creative cross-platform solutions based on real consumer insight."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
