Campaign: Sony Ericsson unveils limited-edition phone

To promote its sponsorship of The Da Vinci Code movie, Sony Ericsson teamed up with network operator O2. The mobile handset manufacturer offered consumers a special edition of its K750i camera phone, complete with themed packaging and a pre-loaded audio book of Dan Brown's original novel.

Client Sony Ericsson
PR team Brando and in-house
Timescale April-June 2006
Budget Undisclosed

Objectives
To publicise Sony Ericsson's involvement with the much-hyped film, encourage sales of its limited-edition phone, and drive traffic to a specially created Sony Ericsson Da Vinci Code Trail competition site. To increase sales of Sony Ericsson products generally.

Strategy and Plan
With other film sponsors, including car brand Smart, conducting their own Da Vinci Code-themed activity, retained agency Brando, part of the Band & Brown group, decided to focus on competitions and giveaways.

To attract initial media interest and showcase the Sony Ericsson products featured in the movie, Brando hosted a private film screening on 19 May for 30 journalists.

The PR team then joined forces with another of the movie's sponsors, Eurostar, to create a range of broadcast and print competitions offering the chance to win pairs of first-class tickets to Paris and special-edition phones.

All material included details of the online Da Vinci Code Trail competition, which challenged participants around the globe to solve six encrypted puzzles against the clock.

Successful applicants then took part in a challenge in Paris, with the opportunity to win a two-week trip to the French capital, Rome, London and New York.

Measurement and Evaluation
Competitions to win train tickets and special-edition handsets ran across print, broadcast and online media,
including VH1 Radio Ga Ga, MTV.co.uk, The News of the World, Daily Star, Mirror Online and Classic FM.

Some trade publications and websites, including Marketing Week and CNET.co.uk, also covered the phone-maker's campaign.

Results
As yet there are no sales figures available relating to Sony Ericsson's campaign. However, there were close to 25,000 entrants across all of the competitions.

GCAP Media's ClassicFM.com featured a homepage review and competition to win one of five special-edition handsets with the pre-loaded audio book. Tim Ferris, new media and digital sales executive at the company, tells PRWeek: ‘When Sony Ericsson released the K750i Da Vinci Code handset, it seemed a natural partner for Classic FM.

‘The audience evidently agreed with the fit, because over 18,000 people entered the online competition.'

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