MusicBloggers

Advertiser. Sony Ericssson.
Campaign. Music bloggers.
Agency. Mediaedge.

The Marketing challenge. Capitalizing on Sony Ericsson’s brand perception as exciting and innovative, the task focused on differentiating the brand with the release of the new Sony Ericsson Walkman ™ W995 phone. The challenge was keeping a robust young and loyal fan base from feeling alienated, whatever we would do, it’d have to convert new users while continuing to “Foster Brand Love.”    


Brand insight. To reach a young audience in a trustworthy and exciting way yet informative whose main emotional driver is music.  The latter triggered the creation of a multi-platform approach that helped foster brand love for Sony Ericsson through an online content destination.

Consumer insightr. Music is a universal language that crosses all boundaries including age.  Millions of people around the world demonstrate their passion for music through the playing of instruments, singing, writing and blogging.  The idea was to take this knowledge and apply it in a manner that made it relevant to Sony Ericsson’s target group.  Thus Sony Ericsson Music Bloggers was created.

Communications strategy. An aggressive on-air and online media campaign was created to prompt the target demo to participate in the Sony Ericsson Music Bloggers contest. Viewers were invited to describe their most memorable concert experience on a specially created microsite called Music Bloggers (www.musicbloggers.tv). A panel of judges selected the 4 best reviews and each winner became Sony Ericsson’s official Music Blogger for Latin America. Additionally, each winner received admissions to 6 concerts of popular bands where they would take pictures and video with their Sony Ericsson W995 phone. In turn they would post them on their personal blog housed within the Music Bloggers microsite. The winners used this forum to spread their message across Latin America over their Music Bloggers experiences.


The creativity of the communication and activation. The entire action was based around 6 key elements; tailor made on-air spots, a dedicated microsite, an overall online media buy, social media components, e-mail marketing and seeding activities.  The on-air spots along with the online media buy directed viewers and users to the dedicated microsite.  Within this microsite users were able to register for the contest and in turn the chance to become Sony Ericsson’s official Music Blogger for Latin America.  In addition, various email blasts were seeded to over 4 million registered Fox database users. An online Guerrilla Marketing strategy was applied to turbocharge buzz.  Anonymous user online broke the news about Music Bloggers through various blogs and social networks. Using all these elements we were able to generate interest within Latin America and help Sony Ericsson achieve their goals.  


The results. The microsite became a destination for Sony Ericsson’s desired demo that generated over 246K+ unique visitors throughout the ‘Music Bloggers’ contest over a 5-months period. More than 10K+ votes were generated and over 3K entries were submitted. In the end over 11K+ new qualified contacts were generated for Sony Ericsson’s consumer database.