Q: How do you re-engage with Sony Ericsson's core target of "pioneer youth" and establish the brand as a leader in mobile entertainment?
A: Create a weekly music show made for mobile, consisting of short interviews and live sessions that can be downloaded to your handset or streamed on YouTube. Offer viewers a platform to get involved in the show. 13 week series.
Media Mix: Online advertising including YouTube homepage and Google Content Network, mobile advertising, social media, seeding, PR.
Results: Over 3M views, videos added as "favourites" on YouTube 170,000 times, over 20,000 comments. Overwhelmingly positive response from 16-24s and pioneer youth in particular. The show has been re-commissioned for a second series.