TAGS: product introduction / create buzz / user generated content
Mobile handset manufacturer Sony Ericsson strives to be the most
attractive and innovative global brand in the mobile handset industry.
To help achieving this, the state of the art K700i was developed, with
innovative options like a photo-, and video camera, bluetooth and a 65K
TFT screen.
For the introduction of the K700i a viral marketing campaign with photo icecards was used. A special offer for Vodafone users was included in the campaign, highlighting a promotion with Yorin Travel.
CAMPAIGN FACTS
• Online: 61,000 unique visitors / 330,000 pageviews
• Offline: 15,000 consumer activations / 234,000 card impressions
• Database: 15,000 records OBJECTIVES AND TARGET GROUP
• Reach a target group in the age of 14 – 35 years
• Create sympathy and high impact branding around the new K700i
• Emphasize on innovative character of the dual function; mobile phone / camera
• Generate awareness around the product introduction and activate Vodafone promotion
• Increase web traffic thru qualitative visitors
• Generate user data profiles
CAMPAIGN SET UP
Sony
Ericsson ran a campaign of 15.000 sets, 10.000 were designed to
highlight the unique features of the K700i, while 5.000 were
specifically designed for the Vodafone promotion. Consumers could
choose between two visuals, and in order to personalize the cards, they
could upload their own photo and enter their personal data.
Kick
off of the campaign was done via a branded email campaign to both Sony
Ericsson customers and Vodafone customers. After ordering, consumers
received their personalized icecards within 2 weeks at home, and could
start handing them to their friends and acquaintances, stimulating word
of mouth.
CAMPAIGN RESULTS
Consumers
responded very positively on the campaign: all 15,000 sets were ordered
and distributed. The campaign was very effective in generating
awareness around the new product introduction and increased web traffic
significantly.
84%
represented the age group of 14 – 30 years. The average age of the
people ordering cards was 26 years, peak lying at 16 years. The
campaign generated a high amount of quality data, resulting in 4,200
consumers who opted in for more information / offers from Sony Ericsson.
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