Sony and BSkyB have signed Liverpool FC and England footballer Steven Gerrard to front a campaign promoting high-definition (HD) TV.
The awareness campaign will run in more than 700 electrical retailers across the country and aims to encourage consumers to go in-store to see demonstrations of Sony’s Bravia television range and Sky HD.
Customers who view full demonstrations will be given a gamecard to win prizes including football training sessions with Gerrard, UEFA Champions League Final tickets and HD camcorders.
The in-store promotion will be supported with a through-the-line campaign including press advertising, radio and promotions.
The electronics giant and satellite broadcaster have been working together since the end of 2005 to market the benefits of HD to consumers.
Sony also aired the UK’s first TV ad filmed in HD on Sky’s high-definition service (MW 19 October 2006). HD has been available in the UK since last year, with Sky introducing its service in May. Channels available in HD include Sky Sports, Sky Movies and National Geographic.