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Sony Ericsson C905 Online Photographic Competition Casestudy

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A case-study and evaluation of the Sony Ericsson C905 online photographic competition.

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Sony Ericsson C905 Online Photographic Competition Casestudy

  1. 1. Sony Ericsson C905 Flickr Photographic Competition
  2. 2. Brief <ul><li>Celebrate the C905 and its 8.1 megapixel camera </li></ul><ul><li>Position the C905 as the phone of choice for photography enthusiasts </li></ul><ul><li>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 </li></ul>
  3. 3. Our Response <ul><li>To run a photographic competition across Flickr, Facebook & the blogosphere </li></ul><ul><li>Primarily hosted on a dedicated Flickr group with the final round on a photo blog </li></ul><ul><li>Entrants upload new pictures to our group and tag them with Sony Ericsson brand terms </li></ul><ul><li>The 5 finalists with the most ‘favs’ win a C905 camera phone and go through to the next round hosted on a photo-blog </li></ul><ul><li>In the final round each person had to take pictures with the phone set to daily themes </li></ul><ul><li>The winner with the most votes at the end of the competition becomes an official 2009 Sony Ericsson photographer at select red carpet events </li></ul>
  4. 4. Phase 1
  5. 5. Who we engaged… Photo Blogs Photography Blogs Mobile Blogs Sony Ericsson Blogs Photography Competition Sites Tech Blogs Gadget Blogs Mobile Forums General Online Media Channels News Sites Size = relevant influence Facebook Photo Groups Flickr Photo Groups Deviant Art Photo Forums Twitter
  6. 6. Peer-2-Peer Toolkit <ul><li>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 </li></ul><ul><li>This also meant they extended campaign reach by advocating the campaign to their peers across Facebook, Myspace and blogs etc. </li></ul>
  7. 7. Download the badge
  8. 8. Embed it in your profile or blog
  9. 9. 1 st Phase Results (4 Week Period) 900 - Votes 22,950 - Networks Reach (Facebook / Flickr) 41,600 - Influencer Targeted Reach 52 15 Super Influencers (Av. Reach 800) Total Targeted Reach Influencer Mentions Back-links Images Uploaded / Tagged Entrants Super Advocates 64,550 - 2,200 1,000 13,200+ 2500 850 150 340 200 5 5 Actual Benchmark
  10. 10. Peer-2-Peer Summary <ul><li>1 in 4 entrants promoted the competition through the badge </li></ul><ul><li>Facebook Av. 150 Friends 85x150=12,750 Facebook Reach </li></ul><ul><li>Average number of Flickr Contacts 120 85x120=10,200 reach within Flickr </li></ul><ul><li>Our average member rank on Flickr was 7/10 (Higher End of User Demographic) </li></ul><ul><li>52 Super Influencer Blogs </li></ul>Week1 Week4 50 100 150 200 250 350 300 Entrants
  11. 12. Coverage Links <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>,616178.shtml </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  12. 13. Final phase <ul><li> </li></ul><ul><li>15,718 votes in 2 weeks </li></ul><ul><li>700+ in the last 3 hours </li></ul><ul><li>Mentions of the competition and entrants was massive across; the blogosphere, Facebook groups,, Flickr and Myspace </li></ul><ul><li>The final 5 reached out to their respective photographic communities for votes. </li></ul><ul><li>In particular we saw the winner Ben Roberts pitch his following (Myspace / Flickr & Blogosphere) against runner-up Donna Mills (Deviant Art & Blogosphere). </li></ul><ul><li>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 </li></ul><ul><li>Second Press Release announcing the winner will produce even more coverage both on and offline </li></ul>
  13. 15. Winner Ben Roberts, Online Self-Promotion
  14. 16. Donna Mills, Online Self-Promotion <ul><li>Donna and her friends used their already established online communities to boost votes and win </li></ul>Comment count and page threads are going up daily
  15. 18. Total Results (6 Week Period) 15,718 - Phase 2 Votes Est. 50,000+ 1,200+ Comments Deviant Art, Facebook, Twitter & Flickr Comments 150,000+ - Social Media Total Targeted Network Reach Super Influencer Blogosphere Postings Super Influencers SE Links (Totalled for all phases) Phase 1 Votes - 120 - 320 - 19,800+ 900 - Reach Coverage
  16. 19. Summary <ul><li>Tapped into the hard to reach UK photographic communities on Flickr, Facebook and beyond (Deviant Art) </li></ul><ul><li>Huge coverage across photographic and mobile blogs and communities communicated purely by peer-to-peer </li></ul><ul><li>5 handset advocates to continue ongoing relationships with and 2 photographers with huge networks of trust </li></ul><ul><li>By entrants promoting themselves they achieved a level of peer-to-peer communication that Sony Ericsson could never have achieved alone </li></ul><ul><li>Hyper targeted awareness positioning the C905 as the choice handset for the photographic community </li></ul><ul><li>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 </li></ul>
  17. 20. Key Learnings <ul><li>Flickr is a very closed community and not a Social Network in its truest form. It is best for content sharing only. </li></ul><ul><li>Flickr does not allow branded competitions so new platforms would be needed in future. </li></ul><ul><li>Facebook has a high propensity to photography. </li></ul><ul><li> responds very well to photographic competitions and users are happy to join in discussions and promote fellow members of their community. </li></ul>
  18. 21. <ul><li>Campaign Manager: </li></ul><ul><li>Sarah Isaacs </li></ul><ul><li>Contact: </li></ul><ul><li>Jamie Burke </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>