Sony signs Earnhardt, Jr. for new Blu-ray marketing push

[Amel]

http://bluray.highdefdigest.com/news...eting_Push/720

Shifting its Blu-ray marketing machine into high gear, Sony Electronics is enlisting NASCAR racing's biggest star for a new high-def ad blitz.

Late last week, primary Blu-ray backer Sony announced that it had signed Dale Earnhardt, Jr., considered today's most popular and recognizable NASCAR driver (and, of course, son of racing legend Dale Earnhardt, Sr.) to serve as the company's spokesperson in a new marketing campaign touting its high-def products.


The campaign will feature Earnhardt in ad spots across multiple media, hawking a variety of Sony high-def offerings, including Blu-ray players, HDTV sets and the PlayStation 3.

Though he's perhaps as well-known for being NASCAR's reigning "blonde party animal" as he is for his driving skills, Earnhardt is the sport's current top product pitchman, enjoying lucrative and high-profile endorsements with such top brands as Budweiser and Addidas. He is also a well-known avid gamer, which Sony says was instrumental in choosing him as their new high-def ambassador.

"His love for our products was a big benefit," said Stuart Redsun, Sony's senior VP of corporate marketing.

Sony's not the first electronics company to hire a celebrity spokesperson to hawk its high-def products. As we first reported n early May, Toshiba has teamed up with 'Sopranos' star Michael Imperioli to anchor their own extensive marketing push for HD DVD, including multiple television spots that are currently running across various cable and local network outlets.

Whether or not Earnhardt will be seen in the new Sony campaign attempt to mow down Imperioli, or any other rival HD DVD-supporting NASCAR drivers, remains to be seen. Stay tuned...