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Sony launched a new smartphone flagship model called Xperia Z1 last year. MslGroup Social Hive, the digital and social practice of Mslgroup, advertising major Publicis Groupe’s strategic communications company, was roped in to create a digital campaign for Sony.
The aim was to position Sony’s new flagship as the best camera phone in the market, and showcase the strengths of its different camera features.
The digital agency brought in celebrated smartphone photographers to inspire photography enthusiasts. The unique offline and online integration helped to demonstrate the phone’s superior imaging capabilities.
Narendra Nag, Vice-President, MslGroup Social Hive pointed out, “A microsite was created, where we would feed in images from the Twitter feed of our designated photographers.”
With more than 8.8 million impressions, 1,600 comments, 97,000 likes and 2,690 shares on Facebook, over 108 original tweets went out and generated more than half a million impressions on Twitter resulting in a10 per cent growth in the following. At the end of the campaign, Xperia phones contributed to 25 per cent of the company’s revenues.
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