Sony Ericsson
The Brief
Create buzz around the world’s first smartphone with PlayStation certified gaming, the Sony Ericsson Xperia™ PLAY.
The Approach
Citizen Brando masterminded an influencer seeding program that created buzz through to launch. Lifestyle targets received photography only samples for previews, whilst key influencers, such as rapper and gaming enthusiast Tinchy Stryder received handsets. Meanwhile consumers were given the opportunity to win one of the ‘First 10 UK PLAY’ via a series of game-inspired social media puzzles.
On the eve of the launch, advocates and cynics from within Sony Ericsson’s Facebook community were given exclusive previews whilst the wider public were invited to the Xperia™ PLAY Rooms – a gaming fantasy land where they could get their hands on the handset, for the first time.
Come the evening, the Xperia™ PLAY Rooms were transformed into a VIP party. The UK’s press and blogging community mingled with industry aficionados, celebrities and consumer advocates and were given product demos. Over 300media/blogger attendees tweeted on the night about the event / product.
The Results
Buzz growth in Q1 was excellent, with 17,380 online mentions of Xperia™ PLAY
- Positive sentiment around Xperia™ PLAY with 72% favourable coverage
- Sony Ericsson’s online share of voice amongst its competitors increased by 10% over Q1
- Q1 saw a 206% increase in the association of Sony Ericsson with the word ‘Android’
- Q1 saw a 164% increase in the association of Sony Ericsson with the word ‘Gaming’