C905 Casestudy

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C905 Casestudy

  1. 1. Sony Ericsson & 3 C905 Flickr Photographic Competition
  2. 2. Brief <ul><li>Celebrate the C905 and its 8.1 megapixel camera </li></ul><ul><li>Position the C905 as the phone of choice for photography enthusiasts </li></ul><ul><li>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 </li></ul>
  3. 3. Our Response <ul><li>To run a photographic competition across Flickr, Facebook & the blogosphere </li></ul><ul><li>Primarily hosted on a dedicated Flickr group with the final round on a photo blog </li></ul><ul><li>Entrants upload new pictures to our group and tag them with SE brand terms </li></ul><ul><li>The 5 finalists with the most ‘favs’ win a C905 camera phone and go through to the next round </li></ul><ul><li>In the final round each person had to take pictures with the phone set to daily challenges </li></ul><ul><li>The winner with the most votes at the end of the competition becomes an official 2009 Sony Ericsson photographer at select red carpet events </li></ul>
  4. 4. 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
  5. 5. Peer-2-Peer Tool Kit <ul><li>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 </li></ul><ul><li>This also meant they extended campaign reach by advocating the campaign to their peers across Facebook, Myspace and blogs etc. </li></ul>
  6. 6. Download the badge
  7. 7. Embed it in your profile or blog
  8. 8. 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
  9. 9. Peer-2-Peer Summary <ul><li>1 in 4 entrants promoted the competition through the badge </li></ul><ul><li>Facebook Av. 150 Friends 85x150=12,750 Facebook Reach </li></ul><ul><li>Average number of Flickr Contacts 120 85x120=10,200 reach within Flickr </li></ul><ul><li>Our average member rank on Flickr was 7/10 (Higher End of User Demographic) </li></ul><ul><li>52 Super Influencer Blogs </li></ul>Week1 Week4 50 100 150 200 250 350 300 Entrants
  10. 11. Benefits to SE <ul><li>Tapped into the hard to reach UK Flickr, Facebook </li></ul><ul><li>Huge coverage across photographic, mobile blogs </li></ul><ul><li>850 Photographs uploaded tagged with ‘sony ericsson, c905, photographic’ </li></ul><ul><li>5 handset advocates </li></ul><ul><li>Hyper targeted awareness X Flickr group members </li></ul>
  11. 12. <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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