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Sony Ericsson Xperia PLAY Launch

Objective: launch the world’s first Playstation certified smart phone to influencers and media and establish the device as a cultural game changer.

Strategy: an integrated campaign consisting of a series of cultural influencer events, celebrity marketing and media relations.

Results: created a multi-layer platform that provided the opportunity for 300 key cultural influencers and media to interact and experience the device first hand, while also generating over 159 million media impressions.

Take a gander at some of the images from the New York event



The media that attended the Miami event were obsessed with the device. They literally played with it for hours on end!