Have an account? login. Don't have an account? Create an account for free for unrestricted access.
FMBX News
Posted: Apr 14, 2011
Xperia Play keeps the buzz going with Iris, Brando and MEC
Xperia Play, the highly anticipated “Playstation phone” is keeping the buzz going since its April 1st launch. The buzz, generated by agencies Iris, Brando and MEC, prior to, and during its April 1st launch is being continued as the complete campaign strategy unfolds. The continued buzz - part of the original strategy- has been extra useful to some retailers, including O2 and Vodafone, who suffered delayed stock arrival. These retailers can now catch up with Best Buy and Carphone Warehouse who have stocked the product since its April 1st launch. Amplification of the April 1st launch event and brand influencer strategy is being continued including TV commercial spots within Champions League games, an outdoor digital campaign and special executions in select print media. Digital activity has included homepage takeovers and online sponsorships.
The marketing launch itself has been handled very cohesively, with Sony Ericsson co-ordinating an agency trio - and live brand experience central to getting the product and its potential fully-understood.
Iris were responsible for above/below the line creative, the production of the ‘Xperia Play Rooms’ and retail activity. Brando managed all media and blogger outreach and ambassador activity. MEC were responsible for the media strategy/buying.
Matt Beavis, head of PR and sponsorship, Sony Ericsson UK & I, told Fieldmarketing.com about how the Play Rooms and brand influencers have been a central part of the launch process.
“A bespoke-made brand space was created at the Old Sorting Office in Holborn, Central London, dubbed ‘The Xperia PLAY Rooms’. Open for one day only on the eve of the launch, the space was designed to give consumers a hands-on experience of the handset before it went on-sale. Consumers were immersed ‘in-game’ through the creation of a gaming themed environment made up of large scale props from a fusion of gaming genres.
In the evening the Xperia Play Rooms were transformed to form the backdrop to a VIP launch party featuring a set from Tinchy Stryder (pictured top of story in the PLAY rooms with Jameela Jamil). It provided a great opportunity for the industry, influencers and media to celebrate the launch of a new era in mobile gaming and have a hands on experience with Xperia PLAY. To drive buzz around the Xperia Play Rooms, pictures and video content shot during production was seeded to media and bloggers and celebrity ambassadors plus promotions ran on radio stations Capital FM and XFM alongside a week long partnership in Metro.”
Hands-on has been a key element of the launch for the innovative product with the brand experience event co-ordinating with a retail training field marketing tour.
Says Beavis, “The Xperia PLAY Rooms provided consumers with an exclusive experience taster before the handset went on sale. This was preceded with a media/blogger event and accompanying media house tour giving key press the opportunity to have a first hands on with the Xperia PLAY. In addition Sony Ericsson’s Ambassador tour provided hands-on training to retail staff across the country.”
Matt Beavis continues, “Media and blogger activity is ongoing with the focus on product placement and handset reviews. We will also focus on promoting some forthcoming game releases – some of which will be exclusive to Xperia PLAY for a period.”
