The Challenge
To launch the W760 as the first Walkman® phone on Telstra’s Next G platform.
The Creative Solution
We decided to team up with one of Australia’s hottest groups – Sneaky Sound System to create a seamless 360 campaign. DM to all Telstra staff directed them to a website where they could dance for their chance to party with Sneaky.
The website was then opened out for consumers who could dance for their chance to win a VIP meet & greet with Sneaky at one of their August gigs.
We saw this as a fantastic opportunity to launch QR codes to the Australian public for the first time. ATL press and outdoor then advertised the W760 and drove consumers to a mobile website through our QR codes.
Results
The website received a total of 4,598 unique users with over 400 dance uploads to win tickets. The mobile website averaged over 433 unique visits a day during peak campaign time. The competition received over 7,500 entries from the press. There was a huge party for Telstra staff and Sony Ericsson has opened doors and impressed in a big way.