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November 11, 2008

Digital Bond experience supports major mobile phone launch

In the second Sony Ericsson story in as many weeks, the mobile phone giant once again shows its commitment to experiential marketing by running a global digital interactive campaign to promote its association with the upcoming 22nd James Bond movie Quantum of Solace, released worldwide this month.

The campaign, created by Iris Digital, is part of Sony Ericsson’s integrated marketing push, which seeks to highlight the features of the C902 Titanium Silver Cyber-shot phone used by James Bond in the film. 
The activity is led digitally through a rich content microsite (www.sonyericsson.com/bond), which hosts Directive C902, an interactive movie that puts a player’s secret agent skills to the test across four missions, while showcasing the phone’s features and functions.

Filmed in the style of a spy thriller, each successfully completed mission delivers a code that unlocks an exclusive mobile phone application and grants access to the next level of the game. 

Bond themed: Sony Ericsson's interactive microsite

Among the Bond-themed mobile applications available to download is a Wireless spy cam, which turns a player’s camera phone into a fully working gadget. Users can set up their phone to take photos at regular intervals for a set period of time and automatically email the captured shots to their inbox.
“This is a great opportunity for Sony Ericsson to leverage its ongoing relationship with the most eagerly anticipated release of the year,” said Sony Ericsson’s director of global marketing communications, Cathy Davies. “As well as enabling our customers to actually own the James Bond phone, we’re able to offer them unique experiences online, in store and through partner marketing, as well as through the phones themselves.”
Other mobile downloads include a fingerprint scanner, an x-ray viewer and a universal detector, all designed to trick unwary friends and colleagues into believing the phone has come straight from Q’s R&D lab.
Upon completing the four tiers of the game, players are invited to enter a competition to win a VIP trip to Monte Carlo, and experience the Bond lifestyle firsthand. The website also plays host to the new Bond movie trailer, along with further information on Sony Ericsson phones.
TV, cinema, outdoor, press and in-store point-of-sale materials have also been created as part of the Sony Ericsson Bond campaign.  The ‘slither’ design image featured throughout the campaign was created to “provide a glimpse into the world of Bond” and highlight the area that emerges when the C902 unique sliding lens cover is activated, allowing the user to ‘be ready for any challenge’.

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