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.