Sony Ericsson Promo, Case study XPERIA PLAY by McCann New York

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market United States
Agency McCann New York
Director Noam Murro
Creative Director Mark Rosal
Editor Mackenzie Culter, Gavin Cutler
Released February 2011

Credits & Description

Category: Best Use of Integrated Media
Product/Service: XPERIA PLAY
Date of First Appearance: Feb 6 2011
Entrant Company: McCANN WORLDGROUP, New York, USA
Director of Integrated Production: Jonathan Shipman (McCann Worldgroup)
Executive Producer, Creative Content: Catherine Eve Patterson (McCann Worldgroup)
Executive Producer, Creative Content: Greg Lotus (McCann Worldgroup)
Executive Vice President, Account: Jeff Geisler (McCann Worldgroup)
Senior Account Lead: Jordan Wheeler (McCann Worldgroup)
Senior Creative Content Producer: Minnie Tran (McCann Worldgroup)
Group Creative Director/Copywriter: Sean Bryan (McCann Worldgroup)
Group Creative Director/Art Director: Tom Murphy (McCann Worldgroup)
Director: Noam Murro (Biscuit)
Director of Photography: Simon Duggan (Biscuit)
Editor: Gavin Cutler (Mackenzie Cutler)
Flash Motion Artist: Ben Roth (Visual Goodness)
Senior Account Lead: Chuck Acker (Visual Goodness)
Flash Motion Artist: Mark McDowell (Visual Goodness)
Creative Director: Mark Rosal (Visual Goodness)
Director of Production: Rachel Bell (Visual Goodness)
Media placement: TV Spot - Fox News - 6 February 2011
Media placement: Web Banners - Several Targeted Internet Sites - 6 February 2011
Media placement: Media Rich Kristen Schaal Banner - Youtube - 18 March 2011
Media placement: Facebook Contest - Facebook - 6 February 2011
Media placement: Facebook Mobil App - Facebook - 6 February 2011

Insights, Strategy & the Idea
We needed to generate a lot of awareness for our new brand, in the highly crowded smart phone category. We had a tiny fraction of the budget our competitors had, and needed to capture the attention and love of young gamers, a very fickle audience. Our idea was to introduce our phone as a first - a phone with all the smartphone capabilities people need, and the immersive gaming people want.

Creative Execution
From our launch commercial on the Superbowl, to our Facebook program, to our web film series, all of the work shows the momentous coming together of android smartphone capabilities, and gaming fun. All of the pieces were also designed to be provocative, and generate talk value

Results and Effectiveness
A as a result of the campaign, it has been a more talked-about device launch than competitors with 10 or 20 times the media budget.