Sony Mobile has unveiled the second phase of its 'Made of Imagination' marketing campaign for its Xperia smartphones. The campaign showcases how consumers can instantly 'unleash' music or images from their Xperia smartphones with other Sony products using the 'One-touch' function, enabled by NFC technology. The integrated campaign, which will be deployed across TV, print, digital, out-of-home and retail, highlights Sony Mobile's commitment to use of NFC. The campaign starts in the UK and will roll out in other markets over the coming months. It includes two TV adverts and the first, which airs on 07 September, shows how music playing on an Xperia smartphone can be instantly transferred to a speaker with a single touch. The second advert, which airs in early October, explains the process of capturing and sharing images by touching smartphones together. The campaign was developed by McCann London, PHD, Momentum and LBi. It will also feature a social media campaign called Tweetsinger supported by Twitter hashtag #tweetsinger, that turns people's tweets into songs; this will go live on sonymobile.com on 10 September.
