Sony Ericsson C905 Online Photographic Competition Casestudy

Sony Ericsson 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 Sony Ericsson brand terms
The 5 finalists with the most ‘favs’ win a C905 camera phone and go through to the next round hosted on a photo-blog
In the final round each person had to take pictures with the phone set to daily themes
The winner with the most votes at the end of the competition becomes an official 2009 Sony Ericsson photographer at select red carpet events

Phase 1

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 Deviant Art Photo Forums Twitter

Peer-2-Peer Toolkit
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

1 st Phase Results (4 Week Period) 900 - Votes 22,950 - Networks Reach (Facebook / Flickr) 41,600 - Influencer Targeted Reach 52 15 Super Influencers (Av. Reach 800) Total Targeted Reach Influencer Mentions Back-links Images Uploaded / Tagged Entrants Super Advocates 64,550 - 2,200 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

Coverage Links
http://www.photographyblog.com/index.php/weblog/comments/sony_ericsson_c905_photo_competition/
http://www.ixplora.com/?p=888
http://www.shutt3r.com/stories/sony-ericsson-c905-photo-competition/
http://www.msnbc.msn.com/id/27656398/
http://www.tmcnet.com/usubmit/2008/11/11/3776923.htm
http://nikontree.com/2008/11/sony-ericsson-c905-photo-competition/
http://www.redorbit.com/news/technology/1599217/sony_ericsson_offers_wannabe_photographers_a_taste_of_the_big/index.html?source=r_technology
http://www.tradingmarkets.com/.site/news/Stock%20News/2012738/
http://blog.se-nse.net/2008/11/11/sony-ericsson-launches-c905-flickr-photography-competition/
http://www.sonyinsider.com/2008/11/11/sony-ericsson-c905-photographic-competition/
http://www.iphoto.org/2008/11/sony-ericsson-launches-c905-flickr.html
http://justamp.blogspot.com/2008/11/sony-ericsson-c905-photographic.html
http://sony.broadcastnewsroom.com/articles/viewarticle.jsp?id=577308&afterinter=true
http://www.marketwire.com/press-release/Sony-Ericsson-918948.html
http://www.earthtimes.org/articles/show/sony-ericsson-offers-wannabe-photographers-a-taste-of-the-big-time,616178.shtml
http://sefanboy.com/2008/11/12/sony-ericsson-c905-photograpy-competition/
http://www.sociallyminded.co.uk/2008/11/competition-time/
http://www.sonyericsonxperia.com/sony-ericsson-xperia/sony-ericsson-launches-c905-flickr-photography-competition/
http://www.bigmobileworld.com/sony-ericsson-offers-wannabe-photographers-taste-big-time-marketwire-yahoo-financehttp://mobile-voip.tmcnet.com/news/2008/11/11/3776923.htm
http://www.streetinsider.com/Press+Releases/Sony+Ericsson+Offers+Wannabe+Photographers+a+Taste+of+the+Big+Time/4147025.html
http://www.daylife.com/article/01cgcbHetP4PL/articles/all/1
http://content.usatoday.com/topics/article/Organizations/Companies/Technology/Flickr/01cgcbHetP4PL/1
http://money.aol.com/news/articles/_a/bbdp/sony-ericsson-offers-wannabe/244053?referer=sphere_related_content
http://twitter.com/q_bee/statuses/1001817800
http://twitter.com/sonyinsider/statuses/1000725116
http://twitter.com/haripakorss/statuses/1003887444
http://dailymobile.se/2008/11/18/sony-ericsson-c905-flickr-competition-win-a-sony-ericsson-c905/
http://twitter.com/cellfanatic
http://forums.se-nse.net/index.php?showtopic=35799
http://www.amateurphotographer.co.uk/news/Sony_Ericsson_offers_photographer_prize_news_272963.html

Final phase
www.c905photocompetition.com
15,718 votes in 2 weeks
700+ in the last 3 hours
Mentions of the competition and entrants was massive across; the blogosphere, Facebook groups, Deviantart.com, Flickr and Myspace
The final 5 reached out to their respective photographic communities for votes.
In particular we saw the winner Ben Roberts pitch his following (Myspace / Flickr & Blogosphere) against runner-up Donna Mills (Deviant Art & Blogosphere).
Their combined support represented 14,264 of the total votes as it became a competition beyond just the entrants but a matter of pride for their communities platform of choice Deviantart & Flickr
Second Press Release announcing the winner will produce even more coverage both on and offline

Winner Ben Roberts, Online Self-Promotion

Donna Mills, Online Self-Promotion
Donna and her friends used their already established online communities to boost votes and win
Comment count and page threads are going up daily

Total Results (6 Week Period) 15,718 - Phase 2 Votes Est. 50,000+ 1,200+ Comments Deviant Art, Facebook, Twitter & Flickr Comments 150,000+ - Social Media Total Targeted Network Reach Super Influencer Blogosphere Postings Super Influencers SE Links (Totalled for all phases) Phase 1 Votes - 120 - 320 - 19,800+ 900 - Reach Coverage

Summary
Tapped into the hard to reach UK photographic communities on Flickr, Facebook and beyond (Deviant Art)
Huge coverage across photographic and mobile blogs and communities communicated purely by peer-to-peer
5 handset advocates to continue ongoing relationships with and 2 photographers with huge networks of trust
By entrants promoting themselves they achieved a level of peer-to-peer communication that Sony Ericsson could never have achieved alone
Hyper targeted awareness positioning the C905 as the choice handset for the photographic community
This is a purely online measurement but the ambient effect saw even the Lancashire Telegraph pick up the competition asking for support for one of the finalists

Key Learnings
Flickr is a very closed community and not a Social Network in its truest form. It is best for content sharing only.
Flickr does not allow branded competitions so new platforms would be needed in future.
Facebook has a high propensity to photography.
Deviantart.com responds very well to photographic competitions and users are happy to join in discussions and promote fellow members of their community.

Campaign Manager:
Sarah Isaacs
Contact:
Jamie Burke
[email_address]
Twitter.com/jamie247

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Sony Ericsson C905 Online Photographic Competition Casestudy

by Brando Digital on Dec 23, 2008

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Sony Ericsson C905 Online Photographic Competition Casestudy — Presentation Transcript