FusionOne, which makes technology to
synchronize data between devices, on Monday chose Black Rocket and SF Interactive to develop a $30
million national branding campaign that launches in April.
Black Rocket will establish the overall brand strategy and message, while
SF Interactive will handle digital duties. The media mix will include
national television, print and online.
The primary objective for the campaign will be to raise awareness of
fusionOne’s technology, which allows users to easily sync data on various
devices. For example, a person might want to synchronize a desktop calendar
with one on a Palm Pilot.
Black Rocket, most known for launching Yahoo!, has partnered with SF Interactive
for several campaigns, including those for Morgan Stanley Dean Witter Online and for OurHouse.com.