Sony Ericsson: Creating Facebook Envy for 3

Sep 02, 2009 by Andrew

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March saw the launch of the new Sony Ericsson C510 Cyber-shot mobile phone. Amplify’s challenge was to generate awareness around the handset’s launch and create an in-store experience that promoted the key feature of the handset, the integration of the Facebook application exclusive to 3.

The store environment is an extremely challenging one in which to create an engaging experience, Amplify’s solution was designed to appeal to our target audience (mainstream youth) as well as create maximum effect but minimum fuss inside the store.

Consumers were given the opportunity to create ‘Photo Envy’ amongst their friends by posing in front of a green screen in store. A professional photographer was on hand to make guests feel relaxed while studio lighting ensured them a perfect photo finish. Promo staff assisted guests as they dressed up in a selection of fun accessories before posing for action packed stunt shots (snowboarding, skydiving and bungee jumping were all on offer).

For those wanting the celebrity treatment guests were welcome to disregard the accessories for a pout or hair flick before having their profile picture airbrushed and retouched to perfection.

Photoshop pros fine-tuned each picture, overseen by the consumer, to ensure the final result was just right. The pictures were then uploaded to their Facebook account using the C510 handset and they were given a printed version to take away in a branded photo wallet.

Each store event day was preceded by two days of pre-promotional activity around the local city centre. Our street team handed out the branded photo wallets, including a strong call to action, to our target audience and engaged with as many as possible creating a buzz around the 3 Store’s forthcoming activity.

The base for our promo team was our bespoke branded 80’s Chevy van. Over 4m in length with an array of flashing lights, the van made a big impression wherever it went.

In addition to the pre-promotion activity, Amplify created a Guerrilla competition in partnership with a local radio station, 100 cut-outs of ‘Eric’, the mascot from the ATL campaign, were placed around the town centre in key high-footfall sites. Each cut-out had a mobile number on it, one of which took you straight through to the studio at the station. The caller won Eric’s current Facebook status.

The Photo Envy Tour visited five 3 stores on each Saturday during March. The campaign was a great success for both 3 and Sony Ericsson with footfall up in every store where the activity took place and the phone selling out across many stores in the UK.