Sony Ericsson sponsor the Miami Tennis Open each year. And last year they also wanted to use the event to launch the new Play Smartphone.
The Sony Ericsson Open attracts visitors from across the world and especially Latin America. The challenge was to make the phone relevant to people that are in the mindset to watch some tennis and not test out a cell phone with gaming capabilities.
We got methodical about things. We assigned different Sony Ericsson colors to different areas, and set ourselves the challenge to make sure everything we communicated would in some way enhance a person’s experience of the Open. We kept the phone launch communications the focus between the games, when people had down time to discover it for themselves. And made everything else all about maximizing peoples enjoyment of the event. Game. Set. Match.
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