w595 case study
DESCRIPTION
A case study and evaluation of the Sony Ericsson W595 viral campaign. We are now BRANDO SOCIAL. We can be found here http://brandosocial.com/TRANSCRIPT
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)
Apr 8, 2023 3
Idea
Create a seasonal ‘halloween’ prank for the social media savvy that demonstrates the functionality of the phone
Apr 8, 2023 4
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
Apr 8, 2023 5
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
Apr 8, 2023 7
FBk Notification
Apr 8, 2023 8
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
Apr 8, 2023 10
Microsite
ToolkitCompetition HubCampaign Hub
Apr 8, 2023 11
Supported a 360
Press Event Student
Experiential
Press Coverage
Blogger Outreach
Facebook Outreach
UGC Youtube
Apr 8, 2023 12
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
Apr 8, 2023 13
Seeding…
Apr 8, 2023 14
Apr 8, 2023 15
Top Level Stats
1,480 Google Links 8,650 Yahoo Links
9,858 Visits 5,068 Uniques Visits
(10 day period)
Apr 8, 2023 16
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
Apr 8, 2023 19
Comment Highlights
Apr 8, 2023 20
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
Apr 8, 2023 21
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
