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April 2, 2009
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Sony Ericsson and 3 use social networking and experiential to drive awareness of new handset




A mobile phone manufacturer and operator have joined forces to promote a new mobile handset. The campaign, which is being run by Sony Ericsson and 3, focuses around a competition, using an innovative mix of marketing, including social networking and experiential, to encourage consumers to take part. The overall aim is to increase awareness of the newly launched C510 Cyber-shot handset.

The phone is the first to offer the Facebook Mobile application, a unique feature that allows people to receive their friends’ Facebook status updates automatically and as they happen. 

Facebook users are encouraged to become a friend of Eric, whose exciting online profile sees him taking part in various activities, such as bungee-jumping and sky-diving, leading to the inevitable ‘status envy’ – the result of other people’s Facebook statuses always seeming more exciting than your own.

Every day for six weeks from 16 March, friends of Eric on Facebook have the chance win his status by clicking through to www.sonyericsson.com/ericsstatus and answering a question relating to content on his Facebook fan page. Those who have purchased the C510 Cyber-shot can choose to receive Eric’s up-to-date status’s direct to their phone and click through to Eric’s Facebook page for a chance of winning.

The competition is part of an integrated campaign, created by Iris, which uses Eric as the face of a six-week promotional drive, which combines above-the-line, in-store and online. Eric’s fan page on Facebook will be supported by other online communications, such as a microsite and web banners, as well as point-of-sale activity in 3Stores to drive people to the site.
 
A public relations and experiential push by Brando is also being used to drive footfall into key 3Stores and raise awareness around the C510 handset, highlighting features such as the Facebook mobile application and its Cyber-shot camera credentials.

Activity includes a Photo Envy Team on hand to help consumers become the envy of their friends, by showing them how to create the perfect profile picture, using a bespoke pop-up photo studio and the C510. In addition to the in-store activity, the Photo Envy Team are out on the streets placing Eric cut-outs around key city centres. The public are invited to ring the number on the front to be in with a chance to win Eric’s Status, with awareness driven by key radio media partners in the local areas.


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