Sprint, AT&T Coordinate Wide-Ranging Honda Ad Campaign With Sony

Wireless carriers Sprint (NYSE: S) and AT&T (NYSE: T) are working with Sony (NYSE: SNE) Pictures Television on a wide-ranging marketing campaign that places the carmarker on all available ad space on Sony’s online and mobile sites. WSJ has the details, which include giving Honda the run of all ad space on Sony Pictures’ video site Crackle and record label Sony BMG’s web properties and music videos. In addition to outside partners Sprint and AT&T, ads promoting the Honda Fit will appear with Sony-created programming on MySpace and Facebook, YouTube, Hulu, and virtual community Gaia Online. By coordinating the campaign across a range of online and mobile properties, the $500,000 ad deal is designed to “cut through the clutter” of the thousands of ads that users are exposed to. Sony is betting heavily on Honda’s success — though how it defines success in this case wasn’t made clear — and plans to strike similar blanket deals with other companies.