Sony Ericsson Teams Up with 6 Rising Tennis Stars for a Reality Show

Sony Ericsson wanted to promote their new line of Xperia smartphones, they also had their Sony Ericsson Tennis Open coming up so they decided to create a campaign that will promote both at the same time. Having already promoted the open as the first “fully integrated” Foursquare event, they wanted the campaign to be based in social media as well.

Therefore, they went for a campaign that was part reality show, part commercial, and that interacts fully with the public through social media, the Xperia Hotshots Campaign.

Campaign Idea:

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