Apr 13, 2023 1

Sony Ericsson & 3

C905 Flickr Photographic Competition

Apr 13, 2023 2

Brief

Celebrate the C905 and its 8.1 megapixel camera

Position the C905 as the phone of choice for photography enthusiasts

Limited budget and time frame meant we had to be hyper targeted and get the consumer to do the work for us from day 1

Apr 13, 2023 3

Our Response To run a photographic competition across Flickr,

Facebook & the blogosphere Primarily hosted on a dedicated Flickr group with

the final round on a photo blog Entrants upload new pictures to our group and

tag them with SE brand terms The 5 finalists with the most ‘favs’ win a C905

camera phone and go through to the next round In the final round each person had to take

pictures with the phone set to daily challenges The winner with the most votes at the end of the

competition becomes an official 2009 Sony Ericsson photographer at select red carpet events

Apr 13, 2023 4

Who we engaged…

Photo Blogs

Photography Blogs

Mobile BlogsSony Ericsson Blogs

Photography Competition Sites

Tech Blogs

Gadget Blogs

Mobile Forums

General OnlineMedia Channels

News Sites

Size = relevant influence

FacebookPhoto GroupsFlickr Photo

Groups

Apr 13, 2023 5

Peer-2-Peer Tool Kit

To help entrants promote their work and garner ‘favs’ we created a branded competition badge that streams the pictures they uploaded to their social networks

This also meant they extended campaign reach by advocating the campaign to their peers across Facebook, Myspace and blogs etc.

Apr 13, 2023 6

Download the badge

Apr 13, 2023 7

Embed it in your profile or blog

Apr 13, 2023 8

The Results (4 Week Period)

Benchmark Actual

Super Advocates 5 5

Entrants 200 340

Images Uploaded / Tagged 150 850

Back-links 2500 13,200+

Influencer Mentions 1,000 5

Super Influencers(Av. Reach 800)

15 52

Influencer Reach - 41,600

Networks Reach(Facebook / Flickr)

- 22,950

Total Targeted Reach - 64,550

Apr 13, 2023 9

Peer-2-Peer Summary

1 in 4 entrants promoted the competition through the badge

Facebook Av. 150 Friends 85x150=12,750 Facebook Reach

Average number of Flickr Contacts 120 85x120=10,200 reach within Flickr

Our average member rank on Flickr was 7/10 (Higher End of User Demographic)

52 Super Influencer Blogs Week1 Week4

50

100

150

200

250

350

300

En

tran

ts

Apr 13, 2023 10

Apr 13, 2023 11

Benefits to SE

Tapped into the hard to reach UK Flickr, Facebook

Huge coverage across photographic, mobile blogs

850 Photographs uploaded tagged with ‘sony ericsson, c905, photographic’

5 handset advocates Hyper targeted awareness X Flickr

group members

Apr 13, 2023 12

Contact:

Jamie Burkejamie@brando-world.comTwitter.com/jamie247