Sony’s Xperia Z1 Compact has been given a starring role in the latest series of E4’s Made in Chelsea as part of the show’s first product placement partnership.
Brokered by Sony’s media agency Mediacom and Channel 4 Sales, the deal sees six of Made in Chelsea’s key cast members using the handset throughout the series.
In addition to being used by the show’s stars, such as Spencer and Alex, the partnership includes weekly backstage bespoke short form content for Channel4.com produced on the Xperia Z1 Compact.
Partnership leader, Channel 4, Rob Ramsey, said: “Xperia Z1 Compact is a perfect PP partner for Made in Chelsea. The Made in Chelsea cast are socially active, fun loving and contemporary making them ideal brand advocates.”
Sony Mobile North West Europe marketing director, Catherine Cherry, added: “Made in Chelsea perfectly mirrors the target audience for Xperia Z1 Compact. As our brand continues to grow, this type of placement allows broader strategic targeting, accessing a wider and more female demographic. The ability to film content using the device is also testament to its power, being the only compact smartphone that doesn’t compromise on features.”
The partnership between Made in Chelsea and Sony follows recent collaborations between Kenco and Sunday Brunch and Uncle Ben’s and Yeo Valley with Jamie’s Fifteen Minute Meals.