Shakira is one of the few Latin American artists to top both the Latin and Hot 100 Billboard charts as well as obtaining notoriety as one of the world’s biggest selling artists. iris was tasked with developing an integrated campaign to strengthen Sony Ericsson’s entertainment credentials by leveraging its association with Shakira, coinciding with the release of her newest album, “Loba” (“She-Wolf”).
The campaign, Sigue La Luna (Follow the Moon), was inspired by the album’s theme. Dictated by the lunar calendar, the campaign tracks days in which a full moon will appear as key milestones to unveil new promotional phases for prizes, games, exclusive content and events - encouraging consumers to remain engaged and constantly coming back for more. In the end, consumers have the opportunity to meet Shakira in person at an exclusive listening session in 2010.
Within 5 days, the site received 220,000 visitors. 130,000 of them downloaded the TV commercial and 10% of them entered the promotion, joining Sony Ericsson’s growing database. The number of Facebook and Twitter followers continues to grow exponentially as the program progresses. As the campaign rolls out across the region, feedback in the blogosphere shows Latin America is over the moon, so to speak.
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