CASE STUDY: Sony Mobile puts new Xperia smartphone launch in Facebook fans' hands

To launch the 'Made of imagination' platform of its new Sony smarthphone in an unconventional way, Sony Mobile handed the power to its Facebook fans and let them to decide when the Sony Xperia miro fun social smartphones should be launched.

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Sony Mobile lets Facebook fans to decide the launch date of its new smartphone

Background
On 11 June, Sony Mobile launched an marketing initiative to hand power to its Facebook fans, allowing them to decide on the actual date of when the latest addition to the Xperia smartphone portfolio would be announced.

The Facebook marketing initiative was based on previous social media-led announcements. The results and favourable responses from Facebook fans of Sony Mobile showed that social media was a good way to generate publicity for a tier-two product.

Aim
The company set out to promote the Xperia miro as price-friendly smartphone models for teenagers and young adults. The campaign aimed to create buzz and engagement with a global target audience.

Execution
Sony Mobile decided to give its 13 million Facebook fans the opportunity to ‘fast forward’ the public announcement of a new Xperia smartphone.

An application on Sony Mobile’s Facebook page featured a live digital clock, which jumped 20 seconds each time a 'fan' clicked the 'fast-forward' button, bringing the launch time closer.

Results:
25,914 Facebook fans interacted with the app within 3 days

The Facebook app was launched on 11 June, and the phone was announced on 13 June, This moved the original announcement date forward by 9 days, 4 hours and 58 minutes.