w595 case study

Apr 8, 2023 1

Sony Ericsson & 3

W595 ‘The Darkside’

Apr 8, 2023 2

The Brief

Amplify Sony Ericsson’s co-op campaign with 3 to launch the W595 handset

Engage pioneering youth in a fun / exciting way

Compliment the above-the-line experiential activity held over the Halloween week

Create online buzz Stimulate discussion of the

product and its key features (Youtube view & upload functionality)

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Idea

Create a seasonal ‘halloween’ prank for the social media savvy that demonstrates the functionality of the phone

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How

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)

The video would automatically be posted onto Youtube and their friends alerted via an eerie Facebook message

The joke is also able to be played by ‘old-school’ email and shared via Youtube across all popular social media / sharing networks

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Personalise

Personal Data (Name, Age, Profession, DOB)

Picture (of their choice or from their Facebook profile)

Neighbour featured in reports description of you, friendly etc.

The street you live on (Google Map View)

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Add the app

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FBk Notification

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Digital Brando developed extensive

digital programme to support the campaign including: Microsite to house content

from the pod Facebook viral – so public

could scare friends Change your profile application

on Facebook Far reaching seeding campaign

with online community

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Youtube Branded Channel

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Microsite

ToolkitCompetition HubCampaign Hub

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Supported a 360

Press Event Student

Experiential

Press Coverage

Blogger Outreach

Facebook Outreach

UGC Youtube

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Who we engaged…

Viral Blogs

Mobile BlogsSony Ericsson Blogs

Tech Blogs

Gadget Blogs

Mobile Forums

General OnlineMedia Channels

News Sites

Size = relevant influence

FacebookGroupsStumbleupon

DiggDelicious

HalloweenSites

ParanormalSites

WOM Blogs

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Seeding…

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Top Level Stats

1,480 Google Links 8,650 Yahoo Links

9,858 Visits 5,068 Uniques Visits

(10 day period)

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Top Level Stats

Facebook 18% StumbleUpon 11% (We achieved huge

success here and for free, 1000 Heads quoted £820)

Blog.se-nse.net 6.8% Facebook App Directory 5%

1,480 Google Links 8,650 Yahoo Links 9,858 Visits 5,068 Uniques Visits (10 day period)

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Channel / Video Data

636 Videos uploaded 520 Darkside App UGC 15 views per video Av.

Total: 7,797 views

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450 Users x (Avg. 125 Friends) = 56,250 Facebook Users

Top 5 Users:

Vanessa Rivers: 840 views John Smith: 392 views Ed Hubert: 259 views Mark Harmon: 126 views David Cushman: 95 views

Facebook Reach

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Comment Highlights

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Online Coverage

214+ Super Influencers are listed in Google to have reported on and linked to the campaign including..... (next slide)

*Super Influencer for this campaign is an influential mobile phone blogger

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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

Super Influencers

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Contact:

Jamie Burkejamie@brando-world.comTwitter.com/jamie247