In 2010, Sony Electronics had teamed up with then four-time GRAMMY award-winning singer/songwriter Taylor Swift to promote its latest Cyber-shot® digital cameras in an integrated
marketing campaign that put the spotlight on the company's latest innovations.
The ads with Swift zeroed in on the sleek and powerful Cyber-shot DSC-TX7 digital still camera and its intelligent iSweep Panorama feature that captures ultra-wide panoramic shots in one easy
"press and sweep" motion.
Primetime advertising spots featuring Swift discovering that she can capture the breadth of her audience with the new TX7 camera aired on NBC, FOX and CW, accompanied by digital and print ads
carried out through June. Sony also spread the word about the new digital camera commercial through social networks.
"My fans are on the cutting edge, and I'm very interested in the newest and best technologies out there. I'm super excited to be working with Sony and using the TX7 camera. The iSweep panorama
mode is amazing." - Taylor Swift
"This campaign with Swift and the TX7 camera is the start of a year-long campaign designed to demonstrate the quality, innovation, style and design that only Sony-branded products stand for,"
said Stuart Redsun, Sony Electronics' senior vice president, corporate marketing. "Sony is the only electronics company that creates entertainment and the only entertainment company that makes
electronics. The 'wow' factor in our newest ad is clearly illustrated when Taylor puts the TX7 in action."
The campaign kicked off with Swift visiting the Sony Innovation Center where all of Sony's electronics and entertainment assets unite.