Portfolio: Play on TwitterIT & Communication, Telecommunications

• Sony Ericsson
• July 2011

To support the release of the new Sony Ericsson Xperia™ play, the world's first Playstation™-certified phone, we developed a twitter-based campaign that raised awareness of the new handset and helped to increase the number of people following Sony Ericsson Middle East on twitter.

The campaign was based on tweets from Sony Ericsson Middle East, which drove followers to a microsite, where the phone was showcased. Visitors to the microsite were asked to retweet and follow Sony Ericsson Middle East for a chance to win an Xperia™ play and other prizes.

On retweeting the message, the page would refresh, revealing the visitor’s luck – the prize of a phone or a message to try again the next day. At the end of the campaign, we had eight winners from across the Middle East, including KSA, UAE, Kuwait, Jordan and Morocco. Sony Ericsson Middle East twitter followers increased by over 600 followers during the month-long campaign.