Sony Ericsson has taken up its marketing initiatives in Europe very seriously. First it was sponsoring the Usher tour all over Europe and now Sony Ericsson has extended it partnership with the MTV Europe Music Awards by 2 years. The deal encompasses TV, online and mobile content for the awards, which will be happening in the month of November. Sony Ericsson has also roped in mobile service providers and retailer under this partnership. The awards are going to take place at the Liverpool Arena and Sony Ericsson is going to be the part of marketing and publicity campaigns that will spread across European countries and will also be involved in on-site branding at the arena. Like Nokia, Sony Ericsson has taken up its initiative to brand itself as a company that supports music and churns out excellent music and other multimedia phones. From last two years Sony Ericsson has been sponsoring these awards. These kind of partnerships would certainly give Sony Ericsson to target music loving consumers with its Walkman series of music mobile phones.
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