Raise purchase consideration across Latin America and build awareness of the phones unique product features.
Appeal to the consumers’ need for some R&R (i.e. playing video games). For Sony Ericsson’s Xperia™ PLAY mobile phone, we built a Social campaign that asked, “Do you Deserve A Break?” A Facebook contest asked users to share their personal stories, making a case for why they deserve some game time. The app enabled participants to share the not-so-fun parts of their job. Fans could vote for the best contest entries, and the 10 contestants who received the most votes from the community won free phones. The voting aspect of the campaign motivated contestants to involve their friends and family by voting for their entries in the contest. Contestants were prompted to share their entry across a number of social channels, broadening product exposure in digital space.