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C905 Casestudy

C905 Casestudy



We are now BRANDO SOCIAL. We can be found here http://brandosocial.com/

We are now BRANDO SOCIAL. We can be found here http://brandosocial.com/



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    C905 Casestudy C905 Casestudy Presentation Transcript

    • Sony Ericsson & 3 C905 Flickr Photographic Competition
    • Brief
      • Celebrate the C905 and its 8.1 megapixel camera
      • Position the C905 as the phone of choice for photography enthusiasts
      • Limited budget and time frame meant we had to be hyper targeted and get the consumer to do the work for us from day 1
    • Our Response
      • To run a photographic competition across Flickr, Facebook & the blogosphere
      • Primarily hosted on a dedicated Flickr group with the final round on a photo blog
      • Entrants upload new pictures to our group and tag them with SE brand terms
      • The 5 finalists with the most ‘favs’ win a C905 camera phone and go through to the next round
      • In the final round each person had to take pictures with the phone set to daily challenges
      • The winner with the most votes at the end of the competition becomes an official 2009 Sony Ericsson photographer at select red carpet events
    • Who we engaged… Photo Blogs Photography Blogs Mobile Blogs Sony Ericsson Blogs Photography Competition Sites Tech Blogs Gadget Blogs Mobile Forums General Online Media Channels News Sites Size = relevant influence Facebook Photo Groups Flickr Photo Groups
    • Peer-2-Peer Tool Kit
      • To help entrants promote their work and garner ‘favs’ we created a branded competition badge that streams the pictures they uploaded to their social networks
      • This also meant they extended campaign reach by advocating the campaign to their peers across Facebook, Myspace and blogs etc.
    • Download the badge
    • Embed it in your profile or blog
    • The Results (4 Week Period) 22,950 - Networks Reach (Facebook / Flickr) 41,600 - Influencer Reach 52 15 Super Influencers (Av. Reach 800) Total Targeted Reach Influencer Mentions Back-links Images Uploaded / Tagged Entrants Super Advocates 64,550 - 5 1,000 13,200+ 2500 850 150 340 200 5 5 Actual Benchmark
    • Peer-2-Peer Summary
      • 1 in 4 entrants promoted the competition through the badge
      • Facebook Av. 150 Friends 85x150=12,750 Facebook Reach
      • Average number of Flickr Contacts 120 85x120=10,200 reach within Flickr
      • Our average member rank on Flickr was 7/10 (Higher End of User Demographic)
      • 52 Super Influencer Blogs
      Week1 Week4 50 100 150 200 250 350 300 Entrants
    • Benefits to SE
      • Tapped into the hard to reach UK Flickr, Facebook
      • Huge coverage across photographic, mobile blogs
      • 850 Photographs uploaded tagged with ‘sony ericsson, c905, photographic’
      • 5 handset advocates
      • Hyper targeted awareness X Flickr group members
      • Contact:
      • Jamie Burke
      • [email_address]
      • Twitter.com/jamie247