Sorry for off topic but just want to explain why you don't see such promotions from Sony.
Basically as you know, since 2006 Sony was going downhill steadily due to wrong decisions made by the then CEO. Don't wanna discuss what he did but it benefited Samsung/LG and cost Sony truck loads of money and reputation as well. Since 2009-10 finance was completely screwed up, piling losses et all. After Kazuo Hirai san took over in 2012 Sony has been recovering well enough and losses have been cut down pretty much and this April they should post about 1.5 billion Dollars + profits. So currently (and last year too when Sony took over Sony Ericsson) they do not have much cash lying around for marketing. Most of the cash has been spent on R&D and acquisitions for long term interests. This year's product line has also been made for one target - to earn profit and NOT market share. Which is why the focus is on high end and mid range phones this year on. Same with TV, camera and other businesses.
So after they return to profit this year and Sony Mobile acquisition and restructuring costs are recovered they will start to chase down Samsung/LG and aim at increasing their market share in all business segments by spending HUGE cash on marketing.
So until 2014, we won't see much marketing push by Sony. For the Z and ZL though, Sony has decent amount of money set aside for promotion globally.
The second half 2013 devices though, will receive better marketing. Especially in the USA. Those phones will mark Sony's BIG comeback in the US market.
Still, nowhere on the same level as Samsung though.