Client: Sony Ericsson
Timing: July - September 2008

Objective:Sony Ericsson’s ‘Mapping my Madness’ campaign was designed to generate awareness and buzz leading to sales for the launch of the Sony Ericsson C702 Cyber-shot™ mobile phone handset.

Integration

The media strategy included: display media across the Fox Interactive Media network; MySpace.com, AskMen.com and IGN.com. Sony Ericsson Australia also became the principal sponsor of the popular MySpace Pix platform

The dedicated photo sharing channel that had just launched in May that year and by March 09 has been ‘friended’ by 33,396 MySpace users.

As principal sponsor of the MySpace Pix profile, Sony Ericsson executed both onsite and offline activity to reach the objectives.

Sony Ericsson armed photographers across the country with a C702 Cyber-shot handset. These roving photographers supplemented MySpace’s own fleet of photographers capturing the coolest images from gigs, launches, club nights and events and uploading the images directly on the MySpace Pix profile.

All those photographed were handed a Sony Ericsson/MySpace Pix branded card, pointing them back to the MySpace Pix profile to check out their image. In addition, the C702 Cyber-shot handset functionality allowed photos taken to be geo-tagged; so when a picture was taken, information about where the pictures were taken was automatically added to the image.

The location mapping functionality of the C702 was its point of differentiation against other handsets in the market and Sony Ericsson wanted to ensure whatever activation they developed strongly reflected this product feature. To buttress the sponsorship of the MySpace Pix channel, Sony Ericsson launched a MySpace brand community. The community allowed users to comment on the page, learn more about the handset and also take part in the “Mapping my Madness” photo competition, where users could enter by uploading a shot of their 'madness'.

Sony Ericsson drove awareness and traffic to their MySpace profile through onsite display advertising across Fox Interactive Media sites, MySpace, IGN and AskMen. Placements included high profile home page road blocks.

Campaign Results

Reach

• There were 12.4M ad impressions served across the network with an average CTR (click through rate) of .03%

Engagement

• Over 4,000 consumers visited the Sony Ericsson brand community (including over 5,000 page views)
• A community of 600 Sony Ericsson brand loyalists (friends) was built for future ongoing communication
• There were 368 entries into the ‘Map your Madness’ competition – hundreds of engaged consumers

Sponsorship

• Online
• 25,090 unique visitors went to the MySpace Pix profile (with over 34,000 page views)
• Consumers spent three minutes and 11 seconds per session on the MySpace Pix profile and over three minutes per session on the Sony Ericsson community profile
• Offline
• The MySpace & Sony Ericsson photographers attended 80 events across Australia
• Ten MySpace & Sony Ericsson photographers captured 8,500 images across Australia
• The photographers touched over 5000 consumers one to one, with promo cards driving them to MySpace Pix