A demonstration of

• > Active Engagement
• > Digital/Online
• > Earned
• > Multimedia
• > Owned
• > Social media / Mobile / Emerging

Motion control

We helped Sony Ericsson to press the Play button on cell phone gaming.

The challenge

Chinese 18-24 year-olds have embraced console games but have been slow to adopt the concept of motion-sensitive gaming on cell phones. With the launch of Sony Ericsson's F305c motion-sensitive gaming phone, we needed to reverse the negative perception of motion phone gaming and establish brand preference.

Our insight

Young people gain respect from their friends for discovering, sharing and discussing new digitally-driven experiences.

Our solution

To drive pre-launch interest, we created an unbranded video clip of a man ‘virtual-bowling' on a train. This amusing viral was posted on various popular Chinese video-sharing sites and generated widespread attention. At launch, an animated F305c ‘motion buddy' was introduced on Kaixin001.com (the Chinese equivalent of Facebook) encouraging users to buy it as an ‘electronic pet' or send it to friends. To boost interest, we stimulated online discussion about the ‘virtual-bowling' man and the product on popular forum sites, fuelling additional blogging.

The results

• Market share up by 330%
• 15 million views for the video clip
• 1.5 million+ virtual phones distributed