Best Practices: Sony Ericsson, Sonic Xperience Campaign
Sony Ericsson Sonic Xperience/Sony Pictures Television was the winner of the 2010 Panregional Media Innovation Award, which was announced earlier this month at our Panregional Advertising and Media Summit in Miami. To watch the Award Show and the different winning campaigns click here.
1. The Product
Sony Ericsson is one of the top, global, mobile phone manufacturers which serves the worldwide communications market with innovative and feature-rich mobile solutions.
2. The Target Audience
Young Latin American music lovers.
3. The Challenge
The challenge was to blur the line between communication and entertainment. Sony Eircssons’ vision is to be the Communication Entertainment brand that enables anyone to create and participate in unique entertainment experiences.
Sony Ericsson is currently strongly perceived as being of high quality and worth paying more for. Sony Ericsson partnered with Sony Pictures Television and digital media agency Media 8 to reinforce its objectives within its phone categories; music and imaging.
4. The Campaign
The Sony Xperience Campaign took place between 2008 and August- December 2009. Sonic Xperience is a multiplatform music property featuring an on line music community showcasing undiscovered musicians. It called for up and coming bands throughout all of Latin America to upload their band's profile and enter in a chance to have a memorable experience on the set of Sesiones.
Also music fans could participate in the Sonic Xperience platform via imaging for a chance to be part of the Sonic Xperience Sesiones Taping – documenting winning band.
During the first year (2008), the Sonic Xperience Campaign invited aspiring musicians to upload their original song and create profiles on www.sonicxperience.com. The winning band had an Anime Music Video (AMV) edited to their song and aired on Animax and Special Sesiones Concert.
During the second year (2009), Sonic Xperience gave registered users a chance to win the opportunity to perform live on the popular Sony Entertainment Television show, Sesiones con Alejandro Franco.
One winner band from Latin America and one from Brazil traveled to Mexico. Each of them was featured on a 30 minute Sesiones special, they received Sonic Ericsson mobiles and also one music fan join the trip and came along with the band at the show.
5. Media Used:
The various media components include:
- An interactive digital platform.
- Banners for each call to action on SET and Animax existing websites.
- Distribution online of the Final showcase.
- On Air: 30 minute Sesiones special at Sony Entertainment Television and Animax.
- On Air: 30 minute Seciones special with Alejandro Franco in Mexico.
- The Sonic Xperience Call to Action Spots: 30” Promo.
- Quarter, Semi & Final Showcases: Series of vignettes showcasing promotion progress as bands and music fans near the grand prize.
The campaign proved to be a success as it delivered on all fronts. Over 600 bands participated and over 3000 registered users took part in this interactive online/on air promotion. The special was seen throughout all of Latin America.
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