Dictated by the lunar calendar, a website permitted the consumers to hunt for points every time they visited through games, contests, downloading content, voting, etc. Every full moon a winner was selected based on score.
A Facebook group was created and constant news feeds encouraged the consumers to follow the moon to get access to exclusive content. Tweets from Sony Ericsson and from fictitious Shakira fans, also commented on the experience and encouraged fans from existing groups to join the promotion.
TV teaser and spot were created and distributed both online and in regular TV broadcast.
Print and OOH raised awareness and drove consumers to the website to engage with the brand.
Finally, a full BTL experience complemented the effort through guerrilla activations and widespread presence throughout key retail channels.
SOME RESULTS:
- Our initial concepts for the program secured Shakira, who was being courted by a number of competitor brands.
- Within 5 days, the site received 220,000 visitors. 130,000 of them downloaded the TV commercial and 10% of them entered the promotion.
- Our initial concepts for the program secured Shakira, who was being courted by a number of competitor brands.
- Within 5 days, the site received 220,000 visitors. 130,000 of them downloaded the TV commercial and 10% of them entered the promotion.
- The number of Facebook and Twitter followers continued to grow exponentially as the program progressed. As the campaign rolled out across the region, feedback in the blogosphere showed Latin America was over the moon, so to speak.
- The program was directly responsible for selling over 1 million Walkman Phone handsets across Latin America.
- The program was directly responsible for selling over 1 million Walkman Phone handsets across Latin America.
