Sony Ericsson invests £4m in Xperia ad push

Sony Ericsson: launching biggest campaign for two years
Sony Ericsson: launching biggest campaign for two years

Sony Ericsson is to roll out its biggest campaign in two years as it launches three Xperia smartphones, including its 'PlayStation phone', which it hopes will revive the company's fortunes.

The push, believed to involve a spend of £4m, will support the roll-out of three handsets on 1 April: Xperia Arc, Xperia Neo and the PlayStation phone Xperia Play. Ads will run on TV, outdoor, press and online.

The bulk of the marketing will be devoted to promoting the Play device, which features a PlayStation control pad for gaming.

Sony Ericsson will release teaser activity to generate anticipation ahead of the launch. A cover-wrap on the London edition of free-sheet Metro will direct readers to a pop-up Play-themed showroom in the capital's West End.

According to Sony Ericsson marketing director David Hilton, the brand will raise its investment in digital marketing from 25% to 40% of total campaign spend.

A 10-day Facebook campaign will precede the launch, where the first 10 Xperia Play handsets will be given away by the brand's commercial partners, including O2, Three, Vodafone, Capital FM, Xfm, Tesco, Carphone Warehouse, Phones4U and gaming website Gamespot.

On 31 March, Sony Ericsson will "take over" the home pages of Facebook, YouTube and Gamespot with display ads. It will also run experiential activity, using branded rickshaws in central London.

Sony Ericsson claims Play is the first smartphone designed for gaming. Several PlayStation games have already been developed for the device, and will include unique features for it, such as multiplayer gaming via Wi-Fi.

Hilton said many of the gaming aspects had been developed with Google's Android team, which supplies the operating system for the handsets, as the search company plans to move further into gaming.

Separately, Sony Ericsson this week launched the 'Hot Shots' Facebook and YouTube campaign around the WTA women's tennis tour, featuring former Wimbledon champion Maria Sharapova.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message