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Launch of Sony Ericsson Xperia™ PLAY

Campaign: Wolfstar led public relations consultancy on the global launch of Sony Ericsson’s flagship product for 2011, Xperia™ PLAY. Key elements for which Wolfstar was responsible included all communcations research, monitoring, strategic guidance, messaging, online media relations and elements of the launch event, held on the eve of Mobile World Congress in Barcelona.

Measurement: It was acknowledged at the outset that achieving volume of coverage would not be difficult therefore the key strategic challenge revolved around quality. This would be measured by sentiment, interaction and the use of official Sony Ericsson images / video.

Highlights: Wolfstar worked with a number of key agencies to create all campaign content and developed a dynamic social media news release that fed both approved quotes and links to official content directly to the journalists live-blogging at the event. By publishing this content in a way that made it easier for those attending to use our content than to go to the trouble of creating their own, we were able to achieve a far greater level of cut-through than would have otherwise been possible.

Sentiment: Across all measures, the average sentiment ratio was 7:1. Seven positive comments for every negative one.

Cut-through: Every single top tier target publication used at least one piece of official content and in most cases, two pieces were used. News releases were downloaded more than 2,000 times during the 48 hours following the announcment and the dynamic social media news release attracted more than 35,000 viewers. The number one top target, Engadget, published almost all of the official content and created a dedicated mast top banner to promote its coverage of the product.

Interaction: Approximately 700 journalists attended the launch news conference of whom, 130 logged onto and engaged via the live content element of the dynamic social media news release. The product was one of the top 10 global trending topics on Twitter and in total the video content created for the campaign attracted more than 2.5 million views and around 2,000 comments.