Sony Ericsson hires actors
Marc van Impe
Nordic Wireless Watch
Sony Ericsson Mobile Communications USA has hired 120 actors and actresses around the USA to ask passers-by to take their pictures with the company’s combined T68i mobile phone and camera.
The company is hoping to generate interest in the device using the unique approach. Sony Ericsson is running the campaign in seven U.S. cities as part of what one executive called “reach out and touch the consumer advertising.”
“It’s not a sales pitch,” Jon Maron, director of marketing communications for Sony Ericsson, is quoted by the LA Times.
He said the company went to talent agencies looking for young, attractive people who were interested in technology and willing to have their pictures taken all day long.
“They’re not just actors and actresses. They’re the young, cool people in the areas where they live,” Maron said.
Maron, who referred to the phones as “mobile multimedia devices,” said the actors are visiting places such as malls and nightclubs–tourist hubs where it would not seem unusual for a young couple to want their picture taken.
If asked, the actors will talk about the camera and explain that they are playing a role.