Sony Electronics Inc will invite music lovers to walk its way for music players, part of a new advertising push that will double its US ad spending for the fiscal year, executives said on Thursday.
Sony Electronics, the North American sales arm of Japan's Sony Corp, has focused its advertising on four key product lines, including its spruced up Walkman digital music player which aims to take a bite out of Apple Computer's market-leading iPod.
"It is the largest single campaign that Sony's ever put together in the United States," Mark Viken, senior vice president of corporate marketing, told Reuters.
"We're doubling spending from last year in total, and we are integrating our activities so they look and feel as if they are coming from one Sony," he said, without providing dollar figures.
For years, Sony marketed its consumer gadget, PC and media businesses separately. The company's lead advertising agency is WPP Group Plc's Young & Rubicam.
Sony gave consumers a hint of what's to come in May this year with ads featuring Aerosmith rock star Steve Tyler.
Tyler's "Walk This Way" song will get a new feel with a recording by soulful performer Macy Gray, along with three additional tracks sharing a "walk" theme redubbed by three other artists in commercials. The Walkman-centered campaign is expected to debut within the month, with commercials running through January.
Cover songs will be available exclusively at Sony's http://www.connect.com music download site, part of the campaign's reach across many media outlets.
Under its "Like No Other" theme, Sony is also building new marketing for its VAIO computers and laptops, WEGA home entertainment systems and Cybershot digital cameras.
First brought to market in 1979, the Walkman is now available in a range of technologies from compact disc players to the new hard-disk based device touted as having more room for storing songs -- 13,000 songs versus iPod's 10,000 limit.
The "Like No Other" strategy is designed to distinguish Sony from low-cost competitors, Sony Electronics Chief Operating Officer Dick Komiyama told reporters.
Sony believes that to avoid the commoditization trap, they must reassure consumers that they are buying more than just an individual piece of hardware, he said.
"Consumers are looking for more than that. They are looking for how they can be entertained, not just the hardware and software, but quality and service," he said.
Sony has been struggling to fend off low-cost competition from dozens of once no-name Asian competitors, who now sell directly into Europe and the United States, as well as top computer makers like Dell Inc. who have moved into digital music and other areas.
Sony Electronics, the North American sales arm of Japan's Sony Corp, has focused its advertising on four key product lines, including its spruced up Walkman digital music player which aims to take a bite out of Apple Computer's market-leading iPod.
"It is the largest single campaign that Sony's ever put together in the United States," Mark Viken, senior vice president of corporate marketing, told Reuters.
"We're doubling spending from last year in total, and we are integrating our activities so they look and feel as if they are coming from one Sony," he said, without providing dollar figures.
For years, Sony marketed its consumer gadget, PC and media businesses separately. The company's lead advertising agency is WPP Group Plc's Young & Rubicam.
Sony gave consumers a hint of what's to come in May this year with ads featuring Aerosmith rock star Steve Tyler.
Tyler's "Walk This Way" song will get a new feel with a recording by soulful performer Macy Gray, along with three additional tracks sharing a "walk" theme redubbed by three other artists in commercials. The Walkman-centered campaign is expected to debut within the month, with commercials running through January.
Cover songs will be available exclusively at Sony's http://www.connect.com music download site, part of the campaign's reach across many media outlets.
Under its "Like No Other" theme, Sony is also building new marketing for its VAIO computers and laptops, WEGA home entertainment systems and Cybershot digital cameras.
First brought to market in 1979, the Walkman is now available in a range of technologies from compact disc players to the new hard-disk based device touted as having more room for storing songs -- 13,000 songs versus iPod's 10,000 limit.
The "Like No Other" strategy is designed to distinguish Sony from low-cost competitors, Sony Electronics Chief Operating Officer Dick Komiyama told reporters.
Sony believes that to avoid the commoditization trap, they must reassure consumers that they are buying more than just an individual piece of hardware, he said.
"Consumers are looking for more than that. They are looking for how they can be entertained, not just the hardware and software, but quality and service," he said.
Sony has been struggling to fend off low-cost competition from dozens of once no-name Asian competitors, who now sell directly into Europe and the United States, as well as top computer makers like Dell Inc. who have moved into digital music and other areas.
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