Sony Ericsson C905 Online Photographic Competition Casestudy
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Oct 29, 2022 1 Sony Ericsson C905 Flickr Photographic Competition
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Transcript of Sony Ericsson C905 Online Photographic Competition Casestudy
Apr 18, 2023 1
Sony Ericsson
C905 Flickr Photographic Competition
Apr 18, 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 18, 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 Sony Ericsson brand terms
The 5 finalists with the most ‘favs’ win a C905 camera phone and go through to the next round hosted on a photo-blog
In the final round each person had to take pictures with the phone set to daily themes
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 18, 2023 4
Phase 1
Apr 18, 2023 5
Who we engaged…
Photo Blogs
Photography Blogs
Mobile Blogs
Sony Ericsson Blogs
Photography Competition Sites
Tech Blogs
Gadget Blogs
Mobile Forums
General OnlineMedia Channels
News Sites
Size = relevant influence
FacebookPhoto Groups
Flickr PhotoGroups
Deviant Art PhotoForumsTwitter
Apr 18, 2023 6
Peer-2-Peer Toolkit
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 18, 2023 7
Download the badge
Apr 18, 2023 8
Embed it in your profile or blog
Apr 18, 2023 9
1st Phase Results (4 Week Period)
Benchmark Actual
Super Advocates 5 5
Entrants 200 340
Images Uploaded / Tagged 150 850
Votes - 900
Back-links 2500 13,200+
Influencer Mentions 1,000 2,200
Super Influencers(Av. Reach 800)
15 52
Influencer Targeted Reach - 41,600
Networks Reach(Facebook / Flickr)
- 22,950
Total Targeted Reach - 64,550
Apr 18, 2023 10
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 18, 2023 11
Apr 18, 2023 12
Coverage Links http://www.photographyblog.com/index.php/weblog/comments/sony_ericsson_c905_photo_competition/ http://www.ixplora.com/?p=888 http://www.shutt3r.com/stories/sony-ericsson-c905-photo-competition/ http://www.msnbc.msn.com/id/27656398/ http://www.tmcnet.com/usubmit/2008/11/11/3776923.htm http://nikontree.com/2008/11/sony-ericsson-c905-photo-competition/ http://www.redorbit.com/news/technology/1599217/sony_ericsson_offers_wannabe_photographers_a_taste_of_the_big/index.html?
source=r_technology http://www.tradingmarkets.com/.site/news/Stock%20News/2012738/ http://blog.se-nse.net/2008/11/11/sony-ericsson-launches-c905-flickr-photography-competition/ http://www.sonyinsider.com/2008/11/11/sony-ericsson-c905-photographic-competition/ http://www.iphoto.org/2008/11/sony-ericsson-launches-c905-flickr.html http://justamp.blogspot.com/2008/11/sony-ericsson-c905-photographic.html http://sony.broadcastnewsroom.com/articles/viewarticle.jsp?id=577308&afterinter=true http://www.marketwire.com/press-release/Sony-Ericsson-918948.html http://www.earthtimes.org/articles/show/sony-ericsson-offers-wannabe-photographers-a-taste-of-the-big-time,616178.shtml http://sefanboy.com/2008/11/12/sony-ericsson-c905-photograpy-competition/ http://www.sociallyminded.co.uk/2008/11/competition-time/ http://www.sonyericsonxperia.com/sony-ericsson-xperia/sony-ericsson-launches-c905-flickr-photography-competition/ http://www.bigmobileworld.com/sony-ericsson-offers-wannabe-photographers-taste-big-time-marketwire-yahoo-financehttp://mobile-
voip.tmcnet.com/news/2008/11/11/3776923.htm http://www.streetinsider.com/Press+Releases/Sony+Ericsson+Offers+Wannabe+Photographers+a+Taste+of+the+Big+Time/4147025.html http://www.daylife.com/article/01cgcbHetP4PL/articles/all/1 http://content.usatoday.com/topics/article/Organizations/Companies/Technology/Flickr/01cgcbHetP4PL/1 http://money.aol.com/news/articles/_a/bbdp/sony-ericsson-offers-wannabe/244053?referer=sphere_related_content http://twitter.com/q_bee/statuses/1001817800 http://twitter.com/sonyinsider/statuses/1000725116 http://twitter.com/haripakorss/statuses/1003887444 http://dailymobile.se/2008/11/18/sony-ericsson-c905-flickr-competition-win-a-sony-ericsson-c905/ http://twitter.com/cellfanatic http://forums.se-nse.net/index.php?showtopic=35799 http://www.amateurphotographer.co.uk/news/Sony_Ericsson_offers_photographer_prize_news_272963.html
Apr 18, 2023 13
Final phase www.c905photocompetition.com 15,718 votes in 2 weeks 700+ in the last 3 hours Mentions of the competition and entrants was
massive across; the blogosphere, Facebook groups, Deviantart.com, Flickr and Myspace
The final 5 reached out to their respective photographic communities for votes.
In particular we saw the winner Ben Roberts pitch his following (Myspace / Flickr & Blogosphere) against runner-up Donna Mills (Deviant Art & Blogosphere).
Their combined support represented 14,264 of the total votes as it became a competition beyond just the entrants but a matter of pride for their communities platform of choice Deviantart & Flickr
Second Press Release announcing the winner will produce even more coverage both on and offline
Apr 18, 2023 14
Apr 18, 2023 15
Winner Ben Roberts, Online Self-Promotion
Apr 18, 2023 16
Donna Mills, Online Self-Promotion Donna and her friends used their already
established online communities to boost votes and winComment count and page
threads are going up daily
Apr 18, 2023 17
Apr 18, 2023 18
Total Results (6 Week Period)
Coverage Reach
Phase 1 Votes - 900
Phase 2 Votes - 15,718
SE Links (Totalled for all phases)
19,800+ -
Super Influencers 320 -
Deviant Art, Facebook, Twitter & Flickr Comments
1,200+ Comments Est. 50,000+
Super Influencer Blogosphere Postings
120 -
Social Media Total Targeted Network Reach
- 150,000+
Apr 18, 2023 19
Summary
Tapped into the hard to reach UK photographic communities on Flickr, Facebook and beyond (Deviant Art)
Huge coverage across photographic and mobile blogs and communities communicated purely by peer-to-peer
5 handset advocates to continue ongoing relationships with and 2 photographers with huge networks of trust
By entrants promoting themselves they achieved a level of peer-to-peer communication that Sony Ericsson could never have achieved alone
Hyper targeted awareness positioning the C905 as the choice handset for the photographic community
This is a purely online measurement but the ambient effect saw even the Lancashire Telegraph pick up the competition asking for support for one of the finalists
Apr 18, 2023 20
Key Learnings
Flickr is a very closed community and not a Social Network in its truest form. It is best for content sharing only.
Flickr does not allow branded competitions so new platforms would be needed in future.
Facebook has a high propensity to photography.
Deviantart.com responds very well to photographic competitions and users are happy to join in discussions and promote fellow members of their community.
