(4 votes, average: 4.50 out of 5)
Check out this case study from Sony Ericsson Australia. To launch their new range of Xperia smartphones they decided to embrace social media and create something engaging for their audience.
Unfortunately due to technical difficulties in the past there was some pretty bad brand sentiment on their Facebook page. To overcome this Iris Sydney created a live online experiment “Xperia Social Xperiments” with comedian, Tommy Little, locked in a room, with just his Xperia and a live video link. Over 8 hours, Tommy had to get as many people as he could to like him on Facebook. By doing whatever it was they asked him.
Their Social Xperiments campaign received over 850 challenges in one day. Tens of thousands of people tuned in to follow the activity. Users were incentivised with prizes, such as free handsets throughout the day and the Facebook page gained over 1,500 likes. The most important factor for Sony was to create some positive sentiment for the brand’s social channels which has been achieved by letting people engage with and have fun with the brand.
This was a brave move for Sony Ericsson and well executed by Iris. It feels like a campaign like this could get more traction and it would be good to see more like this from Sony Ericsson. Thanks for sending this one over Adam.
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June 12th, 2011 at 2:39 am
This is a great example of a good idea executed poorly. I wonder how much money was spent just to simply gain 1500 likes and “tens of thousands” of viewers.
June 12th, 2011 at 12:12 pm
Well said, J.
1,500 fans for all of that?
They had ’10,000′ viewers but only converted 1,500 into fans?
And that’s just those who liked the campaign who poss don’t have the phone.
Those that do have the phone will still be very pissed of. Brand perception won’t be changed with a dude shouting ‘potatoes, potatoes’ in a room.
This is like ‘Australia’s Funniest Home Videos’ in a digital form.
June 12th, 2011 at 3:27 pm
davidondemand anyome?
June 12th, 2011 at 5:50 pm
would say that it when you first read the headline you get so excited and ask yourself this question.. HOW DID THYE ACCEPT this challenge? i just need to ask, did these LIKES that came to the facbook page, lead to any increase in sales, did it change the opinion of users ??? for some reason this very important part of the problem has not been addressed in the video
June 15th, 2011 at 10:28 am
Subservient chicken for the 2010s. This is a fantastic example of why brands pay good agencies for fresh, new and standout ideas – they make the brand feel fresh, new and standout. Using an idea that has been done a million times does the exact opposite.
An old idea and a waste of money – well at least that’s true to Sony Ericsson’s brand!