Sony Bows ‘Be Alpha’ Campaign to ‘Celebrate’ Top Share in Full-Frame Cameras

Sony owned the top U.S. unit and dollar share in full-frame interchangeable-lens cameras in 2017's first half, said the company Wednesday, citing NPD point-of-sale data. To "celebrate," Sony is launching a “Be Alpha” promotional campaign beginning Sunday at World Photography Day in New York, it said. The campaign will encourage photography professionals and other "creators" to share their Sony Alpha camera content on “all relevant social platforms,” it said.