Sony Ericsson & 3 W595 ‘The Darkside’
The Brief  <ul><li>Amplify Sony Ericsson’s co-op campaign with 3 to launch the W595 handset </li></ul><ul><li>Engage pione...
Idea <ul><li>Create a seasonal ‘halloween’ prank for the social media savvy that demonstrates the functionality of the pho...
How <ul><li>Create a Facebook application that allows users to personalise a pre-shot fake BBC style news broadcast that w...
Personalise <ul><li>Personal Data (Name, Age, Profession, DOB) </li></ul><ul><li>Picture (of their choice or from their Fa...
Add the app
FBk Notification
Digital  <ul><li>Brando developed extensive digital programme to support the campaign including:  </li></ul><ul><ul><li>Mi...
Youtube Branded Channel
Microsite Toolkit Competition Hub Campaign Hub
Supported a 360 Press Event Student  Experiential Press Coverage Blogger Outreach Facebook Outreach UGC Youtube
Who we engaged… Viral Blogs Mobile Blogs Sony Ericsson Blogs Tech Blogs Gadget Blogs Mobile Forums General Online Media Ch...
Seeding…
 
Top Level Stats  <ul><li>1,480 Google Links </li></ul><ul><li>8,650 Yahoo Links </li></ul><ul><li>9,858 Visits </li></ul><...
Top Level Stats   <ul><li>Facebook 18% </li></ul><ul><li>StumbleUpon 11% (We achieved huge success here and for free, 1000...
Channel / Video Data   <ul><li>636 Videos uploaded </li></ul><ul><li>520 Darkside App UGC </li></ul><ul><li>15 views per v...
<ul><li>450 Users x (Avg. 125 Friends) =  56,250 Facebook Users </li></ul><ul><li>Top 5 Users: </li></ul><ul><li>Vanessa R...
Comment Highlights
Online Coverage   <ul><li>214+ Super Influencers are listed in Google to have reported on and linked to the campaign inclu...
Super Influencers   http://blog.se-nse.net/2008/10/23/w595-the-dark-side/   http://www.whatmobile.net/News/generalnews/136...
<ul><li>Contact: </li></ul><ul><li>Jamie Burke </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter.com/jamie247 </...
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W595 Case Study

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A case study and evaluation of the Sony Ericsson W595 viral campaign.

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W595 Case Study

  1. 1. Sony Ericsson & 3 W595 ‘The Darkside’
  2. 2. The Brief <ul><li>Amplify Sony Ericsson’s co-op campaign with 3 to launch the W595 handset </li></ul><ul><li>Engage pioneering youth in a fun / exciting way </li></ul><ul><li>Compliment the above-the-line experiential activity held over the Halloween week </li></ul><ul><li>Create online buzz </li></ul><ul><li>Stimulate discussion of the product and its key features (Youtube view & upload functionality) </li></ul>
  3. 3. Idea <ul><li>Create a seasonal ‘halloween’ prank for the social media savvy that demonstrates the functionality of the phone </li></ul>
  4. 4. How <ul><li>Create a Facebook application that allows users to personalise a pre-shot fake BBC style news broadcast that will trick their contacts into believing they have been involved in spooky goings on (a séance gone wrong) </li></ul><ul><li>The video would automatically be posted onto Youtube and their friends alerted via an eerie Facebook message </li></ul><ul><li>The joke is also able to be played by ‘old-school’ email and shared via Youtube across all popular social media / sharing networks </li></ul>
  5. 5. Personalise <ul><li>Personal Data (Name, Age, Profession, DOB) </li></ul><ul><li>Picture (of their choice or from their Facebook profile) </li></ul><ul><li>Neighbour featured in reports description of you, friendly etc. </li></ul><ul><li>The street you live on (Google Map View) </li></ul>
  6. 6. Add the app
  7. 7. FBk Notification
  8. 8. Digital <ul><li>Brando developed extensive digital programme to support the campaign including: </li></ul><ul><ul><li>Microsite to house content from the pod </li></ul></ul><ul><ul><li>Facebook viral – so public could scare friends </li></ul></ul><ul><ul><li>Change your profile application on Facebook </li></ul></ul><ul><ul><li>Far reaching seeding campaign with online community </li></ul></ul>
  9. 9. Youtube Branded Channel
  10. 10. Microsite Toolkit Competition Hub Campaign Hub
  11. 11. Supported a 360 Press Event Student Experiential Press Coverage Blogger Outreach Facebook Outreach UGC Youtube
  12. 12. Who we engaged… Viral Blogs Mobile Blogs Sony Ericsson Blogs Tech Blogs Gadget Blogs Mobile Forums General Online Media Channels News Sites Size = relevant influence Facebook Groups Stumbleupon Digg Delicious Halloween Sites Paranormal Sites WOM Blogs
  13. 13. Seeding…
  14. 15. Top Level Stats <ul><li>1,480 Google Links </li></ul><ul><li>8,650 Yahoo Links </li></ul><ul><li>9,858 Visits </li></ul><ul><li>5,068 Uniques Visits (10 day period) </li></ul>
  15. 16. Top Level Stats <ul><li>Facebook 18% </li></ul><ul><li>StumbleUpon 11% (We achieved huge success here and for free, 1000 Heads quoted £820) </li></ul><ul><li>Blog.se-nse.net 6.8% </li></ul><ul><li>Facebook App Directory 5% </li></ul><ul><li>1,480 Google Links </li></ul><ul><li>8,650 Yahoo Links </li></ul><ul><li>9,858 Visits </li></ul><ul><li>5,068 Uniques Visits (10 day period) </li></ul>
  16. 17. Channel / Video Data <ul><li>636 Videos uploaded </li></ul><ul><li>520 Darkside App UGC </li></ul><ul><li>15 views per video Av. </li></ul><ul><li>Total: 7,797 views </li></ul>
  17. 18. <ul><li>450 Users x (Avg. 125 Friends) = 56,250 Facebook Users </li></ul><ul><li>Top 5 Users: </li></ul><ul><li>Vanessa Rivers: 840 views </li></ul><ul><li>John Smith: 392 views </li></ul><ul><li>Ed Hubert: 259 views </li></ul><ul><li>Mark Harmon: 126 views </li></ul><ul><li>David Cushman: 95 views </li></ul>Facebook Reach
  18. 19. Comment Highlights
  19. 20. Online Coverage <ul><li>214+ Super Influencers are listed in Google to have reported on and linked to the campaign including..... (next slide) </li></ul><ul><li>*Super Influencer for this campaign is an influential mobile phone blogger </li></ul>
  20. 21. Super Influencers http://blog.se-nse.net/2008/10/23/w595-the-dark-side/   http://www.whatmobile.net/News/generalnews/136403/scare_people_silly_with_the_darkside_trick.html   http://forums.se-nse.net/index.php?act=Print&client=printer&f=85&t=35242   http://www.stumbleupon.com/url/www.w595-thedarkside.com/   http://www.funky.co.uk/music/move-to-the-darkside-w595/   http://www.absolutegadget.com/200810091771/news/phones/sony-ericsson-w595-walkman-phone-jungle-grey.html   http://www.toysgadget.com/gadgets-and-toys/sony-ericsson-w595   http://okemobiles.blogspot.com/2008/10/sony-ericsson-w595-viral-marketing.html   http://fav.or.it/post/685257/sony-ericsson-w595-viral-marketing-campaign   http://twitter.com/mseckington/status/962606216
  21. 22. <ul><li>Contact: </li></ul><ul><li>Jamie Burke </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter.com/jamie247 </li></ul>
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